I can picture it now. A bunch of well educated, “book learned” as they called them in some parts of the country, experts showing Sears reports and computer graphs, facts and figures proving that the catalog was not the modern way to market. The figures proved it. I recall my father once telling me, “Figures don’t lie, liars figure.” And so went the Holiday Wish Book. A profitable marketing tool put on the shelf to collect dust.
Then in 2007 Sears revived its Holiday Wish Book. Fourteen years after shelving its venerable catalogs, Sears brought the holiday tradition back as it struggles to attract new shoppers and revive business.