Trade catalog:1956 Christmas book

In 1956 Sears, Roebuck and Company was the unchallenged leader in American retailing. With retail stores across the country and an unparalleled mail-order business, the company sold Americans everything they desired - and, in the process, helped shape their desires as well. Christmas was not always the massive consumer frenzy we know so well today. While the ritual consumption of the Christmas season began to take shape in the first half of the 20th century, the boom years immediately following World War II turned the holiday into the single-most-profitable event in the retail calendar year. In fact, the yearly success of many retailers often hinges on the level of sales during the Christmas season alone. Retail, however, is a notoriously unpredictable business. The Sears Christmas Book helped counter some of the retailer's holiday jitters by heavily promoting products and ideals. Filled with gift suggestions for the whole family, the catalogue connected the happiness of the family pictured on the cover with the plenty arrayed under the tree. Sears also stressed the ease of shopping via their catalogue, making full use of modern technology with phone and mail orders. This catalogue still has an order envelope tucked neatly inside.