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Sears brings back its iconic 'Wish Book' for the holidays

The retailer revealed a digital version of the annual holiday catalog, which it had discontinued six years ago.
/ Source: TODAY

It may still be October but ’tis already the season to start writing out those holiday wish lists — and Sears is hoping to court customers with a dose of nostalgia.

The retailer this week brought back its “Wish Book” catalog. Since its debut as the "Sears Christmas Book" in 1933, the annual catalog featured everything from toys to yard tools until the company stopped publishing the book in 2011.

Customers can access this year's version online, although "Sears' best customers" will also get a limited edition copy in the mail, the retailer said.

“From drains to drills to dresses…from tools to TVs to tablets, we've got your back! We know the holiday hustle is on! And we've got you covered with the Wish Book," Kelly Cook, chief marketing officer for Sears and Kmart, said in a statement. "Our members told us they missed the Wish Book, so we had to bring it back, but in a special way that lets you share more joy wherever you are."

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The 120-page Wish Book -- hundreds of pages slimmer than some of the catalog's predecessors -- features a range of items including games, toys, holiday decorations, clothing, appliances, and outdoor patio furniture. A few printed copies also will be available at local Sears stores, although copies will be limited.

An American retail giant in the early 20th century, Sears has watched sales drop drastically in recent years as it struggles to compete against online giants like Amazon and big-box stores such as Walmart.

Earlier this year, Sears Holdings announced plans to close 42 of its local Sears stores to help stem operating losses.