Portrait of a Pioneer

The catalog devoted the first 13 pages to valuable tips for customers, including an explanation of the ordering process that’s the kindest one I’ve ever seen: “Don’t be afraid you will make a mistake. We are accustomed to handling all kinds of orders.”

In addition, Sears sold its products at low prices, and then diligently maintained those prices. In time customers came to realize that Sears could be trusted to deliver the best prices around. Most of the testimonials in these old catalogs were related to money saved, thanks for the wide variety of items sold and appreciation for the low prices.