Shopping by Catalogue then and Now

Internet shopping is the 21st century equivalent of shopping by catalogue.  Given the choice between being able to touch an object, determine its quality, and buy from a real person versus seeing a photograph and is buying an item from a stranger, why would buyers choose the latter?

But, choose it they do. Internet shopping increases every year.  In 2005, according to Statistics Canada’s latest figures, shoppers ordered over 7.9 billion dollars worth of goods and services on line. Alberta and B.C. shoppers led the country.

Aficionados of on-line shopping cite many reasons. They can shop the world in their pyjamas, finding unique items and great deals. They can access on-line product reviews and chat with users before they purchase an item. They can comparison shop at the click of a mouse and the choice is staggering. 

Early western pioneers had no such choices. Until the advent of the catalogue, they built what they needed by hand. However, by the end of the 19th century, as they became more settled, they wanted more sophisticated items. In 1885, the Canadian Pacific Railway was completed and they could order goods to be shipped across Canada.

The first Eaton’s catalogue measured 6” x 9” and was a mere 32 pages. The catalogue was a life-line to the outside world and its arrival was much anticipated for the entire family.  Children marveled at the toys, fathers perused it for the latest equipment for the farm and mothers ordered the family’s clothing and goods for the house.

Even the house could be ordered.

As could the chicken house, or the school house! Eaton’s buildings were shipped from Vancouver to the Prairie Provinces from 1911–1932. The lumber, shingles, white oak hardwood for the floors, windows, doors, and nails were delivered to the nearest train station and assembled on location. Blueprints were available for an additional $2.50.

 

The Hudson’s Bay distributed its catalogue in Canada between 1881 and 1913, with different versions for the West and the East.

Eastern versions focused on higher-end personal and home style. The western version focused more on warm clothing and farm equipment. A 9 ft x 12 ft Brussels rug cost $36.50 and a fancy brass bed cost $10.

Paper catalogues had tangible uses once they were out of date.

Heated in a warm oven they made dandy bed warmers. They found uses as doorstops, bookends, Yule logs, shin pads for hockey, and even toilet paper. They provided children with toys—cut out images became paper dolls and furnishings for a doll house. Teachers used them to teach immigrant children about Canada.  Students learned mathematics by placing hypothetical orders from the catalogue. Adolescent boys found the lingerie section alluring in spite of the catalogue companies’ extremely conservative illustrations.

A significant drawback of catalogue shopping, then and now, has been the cost of shipping.

The 1913 version of Kresge’s catalogue advised its customers to combine their order with that of their neighbors’ in order to save on shipping costs. With an honesty not seen today it stated that “orders of less than $1 are very unprofitable to you and ourselves”.

What about product returns?

Early retailers guaranteed their products completely and offered to pay shipping back and forth. Today on-line retailers may accept returns but the shipping costs are usually borne by the buyer. It is the purchaser’s responsibility to research the company’s return policy. 

On-line shopping has been a boon to anyone attempting to restore a heritage home. 

Buying the products from Canadian suppliers alleviates many of the problems associated with cross border shipping. Light fixtures, both antique and reproduction and old house parts and architectural salvage are available from companies based in Toronto and Winnipeg. Wallpaper patterns that graced period homes are available from another in Victoria. There are sources for services on-line such woodturning, moving and reassembling period buildings, and reproducing such products as iron railings, fireplace mantles, and millwork.

In the 19th and early 20th century catalogues were issued primarily by companies who already had significant “bricks and mortar” stores.

As such, the brand presence established a measure of trust. The buyer could count on a certain level of company stability and customer service. This is not the case today especially considering how many small operators sell on-line. The buyer must use what ever methods she can to minimize the risks. Consumers can check out Canadian companies before purchasing goods by going to www.cdnnet.ca . E Bay provides buyers with seller ratings.

Catalogue shopping became the victim of progress. To the dismayed outcry of thousand of Canadians, Eaton’s closed its division on January 14, 1976. Many viewed the “The Wish Book” as a cherished part of Canada’s history. But Canada had changed dramatically since the 1920s. Stores in urban malls proliferated. Customers could choose, touch, and take home purchases on the same day.

In 2008, it appears that catalogue shopping has come full circle. On-line shopping seems here to stay.