Sears Wish Book Makes a Return

Oct 11, 2007 3:46 AM  By

While it’s not exactly accurate to say the Big Book is back, Sears has created a holiday Wish Book catalog for the first time in 14 years.

The more-contemporary looking, slimmed-down version of the title (188-pages vs. the 300-plus pagers of yesteryear) dropped earlier this month. The company would not disclose circulation, but Sears chief marketing officer Richard Gerstein says the Wish Book only mailed to customers.

The catalog’s product line includes toys, apparel, jewelry, appliances, tools, and holiday items, with price points ranging from a $20 wrench-like bottle opener to a 50-in. Panasonic plasma television for $2,400. The Wish Book itself can be ordered online or via phone, or picked up in catalog bins in Sears stores.

The book is tailored to its customer’s lifestyles and shopping habits, Gerstein says. “The front half of the catalog is dedicated to the top gift ideas from a variety of categories based on themes such as ‘I wish I always had the right tools to do it myself’ and ‘I wish my family could have even more fun together,’” he notes. “The second half of the book is primarily toys, including video games.”

The catalog also features items that are “Ready in 5,” which are products that can be ordered online and picked up at a Sears store less than five minutes after the customer arrives. Customers enter their confirmation number at the store’s merchandise kiosk, and it the item is not received in five minutes, he receives a $5 coupon good for the next in-store purchase.

Gerstein says Sears brought the Wish Book back because of customer demand; the catalog is also the cornerstone for the merchant’s yet-to-be-disclosed multimedia campaign featuring Ty Pennington, the Extreme Makeover: Home Editon star and Sears spokesman. Pennington, who will unveil a “larger-than-life” Wish Book in New York’s Time Square on Nov. 19, lends his name to a line of home decor and accessories sold at Sears called Ty Pennington Style.