CHICAGO (AP) — For decades, the Sears Wish Book was a holiday treat, scrupulously studied, and dog-eared by generations of children hoping for the best on Christmas morning.
Now, 14 years after the retailer shelved the venerable catalog, Sears is reviving the storied holiday tradition as it struggles to attract new shoppers and revive business.
"We all get lots of gifts, but wishes are a special thing," said Chief Marketing Officer Richard Gerstein. "And I think that's what this book used to embody, and that's why we're bringing it back."
Unlike its 832-page monstrous predecessor, the updated Wish Book being mailed to shoppers this week is a much trimmer 188 pages.