In 1933 Sears issued the first of its Christmas catalogs known as the "
Sears Wishbook", a catalog featuring toys and gifts, separate from the annual Christmas Catalog. From 1908 to 1940, the catalog even included ready-to-assemble
kit houses.
The Sears catalog became known in the industry as "the Consumers' Bible". Novelists and story writers often portrayed the importance of the catalog in the emotional lives of rural folk. The catalog also entered the language, particularly of rural dwellers, as a
euphemism for toilet paper, as its pages could be torn out and used as such. In addition, for many rural African-Americans, especially in areas dominated by
Jim Crow racial segregation, the Sears Catalog was a vital retail alternative to local white-population-dominated stores, bypassing the stores' frequent intention to deny them fair access to their merchandise.