Mail Order Catalog Day

Mail Order Catalog Day celebrates a time when shopping was done through printed catalogs. These catalogs allowed people—especially those in remote areas—to browse products, compare prices, and place orders without leaving home.

History

In 1872, Aaron Montgomery Ward of Chicago introduced the first mail order catalog. At first, it was just a single sheet listing one product, its price, and ordering instructions.

Even earlier, Benjamin Franklin had created a catalog to sell scientific books—one of the earliest known uses of catalog-style ordering.

Over time, catalogs evolved into large books. Montgomery Ward’s catalog eventually reached 540 pages and featured over 20,000 items. With detailed illustrations and clear descriptions, they made shopping easier and more enjoyable.

Aaron’s idea inspired many others, and soon, mail order catalogs became a booming business. By 1971, mail order sales in the U.S. had reached $250 million. While today many people shop online, the catalog was a revolutionary first step in remote retail.

Interesting Facts

• Some retailers still send out physical catalogs—you can receive them by joining a mailing list.
• Hammacher Schlemmer, a pioneer in catalog sales, continues to operate today.
• Mail order catalogs played a key role in shaping American retail history.

How to Take Part

Celebrate Mail Order Catalog Day by searching for vintage catalogs. Ask relatives if they have any or check garage sales and collector groups.

You can also support traditional catalog shopping by ordering something the old-fashioned way—just for the fun of it and a bit of nostalgia.

When is Mail Order Catalog Day in 2025?

Mail Order Catalog Day is observed on August 18 each year.

Observations