Business & Real Estate

Sears banks on a dose of nostalgia with return of Wish Book

This Thursday, May 11, 2017, photo shows a Sears store in Hialeah, Fla.
This Thursday, May 11, 2017, photo shows a Sears store in Hialeah, Fla. AP

Sears is hoping a bit of nostalgia will help boost holiday business.

The struggling retailer is reviving its “iconic” holiday catalog, the Wish Book, with hundreds of gift options – and a modern twist, the company has announced.

The 120-page Wish Book, which launched in 1933 and was last produced in 2011, is now available digitally on laptops, tablets and smartphones. The retailer’s “best customers” will receive a limited-edition print version in the mail, and some Shop Your Way members will receive an email inviting them to pick up a copy in-store, the company said.

“The goal was to connect with our members and their memories in a deeper level than just social media interaction,” Sears’ Chief Marketing Officer Kelly Cook told MarketWatch.

While Sears’ catalogs were popular, particularly in the earlier 20th century – when buying mail order was all the rage – e-commerce has dealt a big blow to the company.

Over the past 10 years, it has been forced to close almost 60 percent of its stores in the United States, CNN Money reports. Its stock has fallen almost 50 percent year to date.

It also ended a 100-year-long relationship with Whirlpool on Tuesday.

There are several Sears across Sacramento County; you find them at the store locator here.