Retailing: Where It's Always Spring

In the sunny new world of catalogue merchandising, the season last week was —as always—spring. Fat as telephone books, fancy as fashion magazines, and filled with as many as 130,000 items, some 20 million post-Christmas catalogues from Sears, Roebuck, Montgomery Ward and J. C. Penney were arriving in American homes. And where once the catalogues were addressed mainly to farm folk and small-town people, today they go mostly to suburbanites. Metropolitan areas now account for 60% of sales.

Boots & Bed Sheets. Even more important to catalogue merchants than area is the...

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