Monday, November 18, 2019
In the 1940's Sears decided to add celebrities as models in the catalog. Some of these stars included Ted Williams (the ball player), Gene Autry (the singing cowboy), and such movie actresses as Lauren Bacall and Susan Hayward.
Very popular Cowboy and Cowgirl outfits could be found among the pages with prices ranging from .97 to $2.85. In 1942, one could get a 48 piece Tea Set for $1.00. That is 12 place settings that would accommodate many dolls. Also, a folding easel and blackboard for $1.15. There were toy pianos. Also holster and gun sets (for the little cowboys and cowgirls).
The 1940 Sears Christmas Book was 138 pages. By 1948, it had expanded to 310 pages.
Can you imagine 4lbs of Blue Willow China (albeit a tea set) for only .89?