Sears Wish Book is Back
October 3, 2007 by Susan Gunelius
Filed under Marketing
It’s been fifteen years since Sears produced its annual holiday Wish Book. I remember circling toy after toy as I closely examined each page of the Sears Wish Book as a child. I’m thrilled to hear Sears is bringing it back.
In a time when most companies are focusing budgets on in-store and online promotions, it’s great to hear Sears (NASDAQ: SHLD) is bringing back the nostalgic Wish Book for a new generation of children (and adults) to enjoy and wish big! Unfortunately, this incarnation of the Sears Wish Book will only be 188 pages versus the 800+ pages that used to be produced decades ago. Half of the 2007 Wish Book will include toys, and the other half will incude a variety of other items like appliances, clothes, jewelry, tools and more.
Also, Sears won’t disclose how many copies the company plans to mail to customers, but they are saying the quantity is much smaller than it was previously. That’s too bad. Hopefully, the Wish Book will be successful again and grow in 2008 both in size and distribution. In the meantime, the 2007 Wish Book will be available for all to see on the Sears website.
I hope I’m on the mailing list this year! If the prices are right, the Wish Book sounds like a convenient way to get a lot of shopping done, especially for my children.
What do you think about Sears re-introducing the holiday Wish Book? Will it help them boost sagging sales and re-energize their brand as they hope?
great!!! loved it when my children were smaller…now i can enjoy as they are older
I loved the Wish Book as a child. My brothers and I would sit for hours circling all the things we would love to have for Christmas! It’ll be interesting to see how Sears does it this time around it.
My dad worked for sears and always brought home the wish book. I would always turn to the pages ( think there were usually 2 ) where the Star Wars figures were. I never got an allowance so the wish book was the jackpot for me collecting Star Wars figures. I’d circle just about everything on the pages.