I opened the mailbox the other day, and during the short walk from my driveway to our kitchen table, I was transported through a weird space-time continuum. Think the best of Marty McFly and Doc Brown, H.G. Wells and Outlander’s Claire Randall. All I needed was my very own Marty-inspired DeLorean or like Doctor Who, my own Tardis.
One minute I was a father and a husband, worrying about work and figuring out what my wife and I were going to do over the weekend. And the next moment, my mom was back in our childhood kitchen working on the Thanksgiving turkey. My father was at the table, hunched over and writing on his notepad. My brothers had the Thanksgiving Day football game on TV, and I was on the living room couch flipping through the Sears Wish Book.

Reading the fine print
At its peak, the Sears catalog ran between 600 to 800 pages, weighed nearly five pounds, and was an inch thick. The thing weighed as much as a huge phone book. To a kid who loved toys, it was pure heaven. I read the toy section from cover to cover, studying it the way a stock trader reads the financial pages. I read every line, every description, nothing got by me.
Once Thanksgiving hit, the catalog took on a whole new urgency. It meant Christmas was only weeks away.
I would turn a page, write down on a separate sheet of paper in elaborate detail every single item on my list. I would write the name of the toy, the long code in front of it, and page number. I would make sure to use my very best penmanship so there was no mistaking what I wanted. My wishlist would extend down the page.
I’m sure my mom hated to see me turn Christmas into a cash register—but at the same time, I suspect she beamed with pride seeing me focus so intently on doing a thorough and meticulous job. Oh those were the days.
The Reality Behind the Magic
I would go to sleep that night imagining myself playing with everything that I wrote down on my Christmas wish list. I knew I wouldn’t get everything. I was aware that we struggled financially, but I knew I might get one or two. Little did I know at the time, my mom rarely shopped at Sears for toys anyway; our local store had a relatively small section, and mail-order catalog shopping just wasn’t really a thing in our house. It took weeks for packages to arrive on our doorstep, certainly not in time for Christmas morning. I wouldn’t figure out those small details, though, for at least another ten years.
But for ten-year-old me, it was pure bliss.

Neverland in October
I was taken right back to that time this week when Amazon—yes, Amazon of all places—sent us a physical Christmas catalog. It was their version of the Wish Book—Amazon’s Holiday 2026 Kid’s Gift Book. Of course, theirs had a few new wrinkles: a follow-the-dot game and stickers. I would’ve killed for them back in the day.
The toys still looked as cool as ever. Yes, I’m 58 going on 8. I’m Peter Pan saying, “I want always to be a little boy and to have fun.” Ironically, I’m not even sure when the Amazon catalog arrived. It could’ve just arrived or been sitting on our kitchen table for weeks. It was just strange to see it sitting out amongst other ads promoting Halloween.
Uneventful, But Good
For a brief few moments anyway, I was back in another world. I was a kid again. I was looking through the Amazon book the way I used to review the Christmas Wish Book. I might have stayed there in Neverland a little longer, but my wife came home and asked how my day was. I considered telling her I’d spent the afternoon flying around with Peter Pan, but I stuck to the truth.
“Oh, my day was good, honey. Uneventful, but good.”

Your Turn!
Do you remember the Sears Wish Book? What was the one toy you wanted more than anything else? Was it one of these holy grails?
- The Millennium Falcon or AT-AT Walker (Star Wars): Opening that massive box on Christmas morning would’ve been the pinnacle of boyhood triumph.
- The G.I. Joe Command Center: A playset so massive that it would’ve taken over a whole corner of the living room.
- Castle Grayskull (He-Man): A trapdoor and skull drawbridge, say no more.
- Atari 2600 or Nintendo (NES): Staring at those tiny screenshots in the catalog for hours, trying to imagine what the games actually felt like to play.
- Evel Knievel Stunt Cycle: Guaranteed to send plastic flying at top speed across the driveway.
Let me know in the comments below! (And for good measure… it is now officially 11 weeks until Christmas!)
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Ours was Montgomery Ward, but yes I remember it well!
I got one of those Amazon books too. It never occurred to me to blog about it. Maybe I’d better work up something.
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It’s where I get most of my ideas. Things that happen to me and I get annoyed or happy or remember a deep memory. It makes me wonder if others have the same experiences.
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My posts pretty much run the same way. When I sit down to write I have no idea what it’s going to turn into. 👍👍
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Memory is such a puzzling thing. It’s amazing how certain words can trigger something that you hadn’t thought about in years.
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I don’t remember what I wanted, but I remember wanting quite a number of things. My mom made me list them in order of what I wanted most. Oh, for the days when toys could make you so happy!
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Oh yea, left to my own devices… I was a greedy little brat. My mom made sure to limit my real official Santa Claus list. Didnt want the big guy knowing how bad I had really been. Ha ha.
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I have no memory of the Sears wish book but do remember going to an actual Sears store which was demolished years ago now. I’m glad that you have wonderful memories like this, Brian, I’d just like to go back to 1968!
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I’m not sure I would want to go back. Yea, I’m pretty sure I wouldn’t want to, but shopping for toys as a kid was the best. 😎
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We have had very different experiences it seems. I’d go back and never come back.
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You hit me right in my sentimental spot! The Sears Wish Book and I had a date at the kitchen table for a week each season. I took sheets of loose leaf paper for each item I wanted and inserted them in the corresponding item’s page. My filing system was meticulous. Lol
I remember creating a huge campaign for “Baby Alive” which was a baby doll who ate real fool food that you made for her. Yes, she ummmm…excreted this food too. Lol The other thing that sticks with me was that I wanted Pittsburgh Steelers bedding. We were very into football but it was New York Giants everything in my house. For some reason I was crazy about Franco Harris (can’t tell you why) from the Steelers. I remember my Dad telling me that Santa might not have Sears on his route. Later he explained there was no way he wanted anything non-Giants in the house. We always laughed about that.
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You wrote several weeks ago about the organizational skills that you need in your job — to think they all started thanks to your Sears Wish Book filing system. Love that Kiki! And yes, I remember little football action figures. I got a Steelers one — of course I had Franco Harris’ number on the guy! Go Franco! Yea, I can imagine — deep in Giant territory it was probably hard to convince your dad to have another team’s colors. Ha ha. At least better than another team from the NFC east! Ha ha.
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So true!!
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Oh my, yes, the highly anticipated Sears Wish Book full of dog-eared pages! I never did get that Easy Bake Oven, but if I had, I bet my brownie would have just be coming out of the oven about now…
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Easy bake oven! Yes, those catalogs always had pages dedicated to them. They always looked so cool. Of course, when we got one for my daughter, I realized that they didn’t always work as advertised. Ha ha.
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I remember the Sears Wish Book, but the more common one was the Eaton’s Catalogue, essentially the same thing for our now defunct national chain department store. I also spent hours dreaming of toys and clothes I could get from it. 😊 Maggie
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Oh a child’s dreams!!! So cool!!!🤭🤭😎😎😎😎
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I certainly do remember the Sears Wish Book and we got one from Eaton’s too. We were no where near any stores so that is how Mom shopped. We would circle the things we wanted and usually got one or two of them. (One from Mom & Dad, one from Grandma and Grandpa). I usually wanted clothes but my brothers wanted cars and trucks etc. My kids did the same thing even though we lived in the city. Happy Thanksgiving!! I know yours will be next month, but ours is today.
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Happy Thanksgiving Darlene. I always joke with my wife that we should celebrate Canadian Thanksgiving too. I’m a thanksgiving day fan. Love the idea behind it. The Canadian one always feels like the right time. Late November always feels so late to me!!!🎃🦃🦃🦃😎
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I have several friends who celebrate both Thanksgivings. And why not??
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Yes! Tis the season! 🦃🦃🦃
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We actually bought an old Sears catalog from a vintage store a couple of years ago. Thumbing through that beast was so much fun…like taking a walk down Memory Lane! For me, it was handheld electronic games…remember those little Mattel football games, where the players were simply red dots on the screen? I loved those! Still have one, actually.
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Loved the Mattel handheld football game. Yes, I know games today are hands down better, but that was the first game you could take with you on the school bus or in the back of the car. A game changer!!! Funny that you bought a catalog from a vintage store. I love that.
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OMG…the Sears wish book!!!! I used to love that thing. Don’t remember any particular toy, but my list was long for sure.
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Why one toy — when the catalog had twenty or more. Ha ha. It was the best.
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Lol, I just can’t think of one to tell you about, but I wanted them all
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The Atari and The G.I. Joe Command Center
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Oh, those are so good Danny. Would’ve loved an Atari.
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I recall watching my cousins play with Pong on their Atari, hooked up to the TV. I was hooked. Got a 2600 for Christmas that year. My first year of college (at Maryland) I bought an Atari 800 PC and a mind numbing 1400K baud modem because I couldn’t score time in the computer lab.
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Atari Pong . . . now that was cool. Ha, ha.
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Yes, I remember the wish book but more for my kids than me. They would pour over it and build a list of the things they wanted. We lived in the country then and there was not a big town near so the Sears Wish List catalog was a must.
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Similar to our experience. But my mother didn’t order much. It would take weeks/month for thins to be delivered. Ha, ha.
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Isn’t it amazing how something as ordinary as a catalog can suddenly become a time machine? It isn’t really the Sears Wish Book we miss nearly as much as everything that surrounded it—the familiar voices in the kitchen, football playing in the background, parents sitting in their usual places, and that wonderful childhood ability to anticipate something with your whole heart. Back then we thought the magic was tucked somewhere between those hundreds of catalog pages, but looking back, we realize much of the real treasure was sitting in the room with us.
And yes, I absolutely remember studying those pages like there was going to be a final exam! LOL. Funny how growing older changes the wish list. Some of the things I would dearly love to have back today were never available by catalog number and couldn’t have fit beneath the Christmas tree anyway. What a sweet trip down memory lane, Brian.
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Yes, it was the things . . . it was the feeling, the memories, it was everything else that came with it. The catalog was simply the Time Machine that took me back. Thank you Kimberly.
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Great post. Memories from the past are the best. It is like entering a time machine and being transported to another time and place. There’s much to be said about creating new memories too.
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Yes, I’m with you, ya gotta create new memories!!!
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I loved the annual Sears catalog. They were of a certain time and charm. It’s interesting to hear Amazon is adopting that strategy now!
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Kind of funny to see Amazon adopt the same kind of strategy. Feels out of date for the day we live in now . . . but you know what, I skimmed through the entire catalog. Ha, ha.
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I’m laughing, Brian because Mr. D was so excited when the Amazon catalog came to our house. Fifty years younger but still the same joy!! So good!
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The Amazon one came with stickers Wynne. Now that is really cool. And yes, Mr. D knows a good catalog when he sees one. I felt like a little kid again looking through the catalog. I had my cereal — instead of sugary junk food cereal, it was granola — but still the same general idea and I paged through the catalog one page after another. Love that it brought back some of the same glee for Mr. D.
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This post sure brought back plenty of memories. I wasted so much time looking through the Sear’s catalog back in the day. I circled several items to put on my wish list, knowing my parents would probably only choose one toy besides the useless (at the time) underwear and socks.🤣
One toy that I remember from back then was Rock ‘Em, Sock ‘Em Robots. I don’t know if you remember or are old enough to remember. They were two robots that boxed, which two players controlled. I’ll be Mom thought it was too violent, but it slipped past the quality control.
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The dreaded underwear and socks. Ha, ha. Of course, now I get it. Rock ‘Em, Sock ‘Em Robots was the best. We never got one as a kid. All my friends seemed to have it. I have to make a confession though Pete. When my kids were old enough, I made sure we got them one. It was awesome playing it with them. Of course, I liked it more than my kids did. Yes, dad being a kid again. Ha, ha.
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The best time travel🤩
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I find that I write about time travel a lot. I was looking through a bunch of my pieces and it keeps coming up. Subconsciously I must want to go back and come forward. Now Science has to make it happen. Instead of AI, how about a tool that lets me go back a week. Now that would be a cool tool. Ha, ha.
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