Wish Book

Rennie Heuer

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Mike's comment about a well-equipped outhouse reminded me of a recent experience. I was reminiscing with an old friend about the Sears Christmas Wish Book and how, as kids, we would drool over the pages, turning them one-by-one and dogearing or otherwise marking items we so desperately needed in hope our parents might see the marking. This prompted me to check eBay for old catalogs. Sure enough, I can get a wish book, several of which I recognized, from the late 50's to early 60's for only $250 each!
 
When I was a kid I looked forward to the Christmas catalogs from both Sears and J.C. Penney's. Of course the Christmas Wish Books from Sears were the real prizes.

They went the way of my baseball card collections..... Anything that I have ever had that was worth something as a collectible I don't have anymore.
 
My dad used to have a hardbound version of the older Sears catalogs in his waiting room. I wish I had gotten a hold of it. Cocaine Cures, Airplanes, Houses, Suits of Clothes, Bassinets, and Coffins . . . Cradle to Grave . . . that used to be the Sears and Roebucks motto. If you ever get the chance to read the story of their hubris and demise it is a teaching moment. Much like the tale of General Electric and Nabisco; greed and ineptitude lead a company that you would never expect to fail to abysmal failure.
 
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