- Categories:
- Special Interest
- Tags:
- HistoricalShopping
- Where:
- United States
- Date change rule:
- Every August 18
- Holiday emoji:
- 🛍️
National Mail Order Catalog Day arrives every August 18, inviting us to recall the golden age of browsing glossy pages and ordering goods directly to our homes. This unique day celebrates the direct marketing strategy that connected businesses with customers long before e-commerce. Flip through old catalogs, share your favorite finds, and appreciate this pivotal chapter in retail history.
Want to sponsor National Mail Order Catalog Day? Learn how
Expected National Mail Order Catalog Day Deals
While specific 2027 promotions for National Mail Order Catalog Day are still emerging, the spirit of the day often inspires nostalgic or curated shopping experiences. Look for online retailers like Amazon and Etsy to highlight unique products or offer flash sales that mimic the thrill of discovering items in a catalog. Specialty retailers such as L.L.Bean and Garnet Hill, with their rich catalog histories, may feature special discounts on classic items or limited-edition collections. Even modern direct-to-consumer brands might run promotions that harken back to the mail-order era, perhaps with special bundles or free shipping offers. We will update this page with confirmed live deals as August 18 approaches.
Platform Guide for National Mail Order Catalog Day
Tag @nationaltoday_ and use #MailOrderCatalogDay. Share photos of your favorite vintage catalogs or recent online purchases inspired by the catalog experience.
TikTok
Tag @www.nationaltoday.com and use #MailOrderCatalogDay. Create short videos unboxing items you ordered online, or showcasing your collection of old catalogs.
Mention National Today (facebook.com/nationaltoday) and use #MailOrderCatalogDay. Share memories of your first catalog purchase or discuss which catalogs you miss most.
National Mail Order Catalog Day Hero
Aaron Montgomery Ward
History of National Mail Order Catalog Day
Shopping by mail has a long history. One of the first shopping catalogs, according to experts, was created in the fifteenth century. In 1498, an Italian publisher named Aldus Pius Manutius of Venice published several works through his Aldine Press.
The first 17th gardening catalog was published in 1667 by William Lucas of England. In 1744, Benjamin Franklin, a world-renowned scientist, was among the first in America to produce a catalog for purchasing books and scientific publications.
Mail-order shopping became popular in the United States in the early 19th century. During this time, book publishers and farmers began to sell their books and seeds across the country using the newly established national postal service and expanded railway infrastructure. Then, in the 20th century, mail-order catalogs became immensely popular in a variety of industries.
The first catalog was printed on a single sheet of paper measuring 8 by 12 inches. Ward used it to list the items for sale, as well as a pricing list and ordering information. The Montgomery Ward’s single-page list of products quickly grew into a 540-page illustrated book with over 20,000 items sold. It didn’t take long for other retailers to pick up on Montgomery Ward’s idea. Richard Warren Sears, a well-known merchant, mailed his catalog in 1887. Catalog sales increased as more people entered the field and by 1971, sales for major U.S. corporations had surpassed $250 million in postal revenue.
According to the National Mail Order Association, Aaron Montgomery Ward didn’t invent the mail order catalog. Though, within the United States, Benjamin Franklin is thought to have invented the first fundamental postal order concept. He created a catalog to offer scientific and academic literature. Online platforms have largely replaced mail-order catalogs in recent years. In addition, the term “mail-order” has been replaced by “online shopping.”
National Mail Order Catalog Day timeline
Aldus Pius Manutius publishes the first catalog ever.
Most people are familiar with Benjamin Franklin's Kite experiment or the development of the Lightning rod; however, this year, he invents the postal order industry.
Mail-order catalogs become more widely recognized as seed and nurserymen are the first businesses to embrace mail order in the contemporary sense.
Aaron Montgomery Ward establishes the world's first mail-order firm; his first catalog is only one page long and comprises approximately 162 products.
How Businesses Can Celebrate National Mail Order Catalog Day
Local businesses can tap into the nostalgia of National Mail Order Catalog Day by creating a ‘curated collection’ online that mimics the browsing experience of a physical catalog. Consider offering exclusive bundles or ‘catalog-only’ discounts for a limited time. Retailers could also host a ‘Throwback Thursday’ (or Tuesday, for 2026) event, encouraging customers to share their favorite vintage catalog finds for a chance to win a prize. Emphasize the convenience and discovery that mail-order once represented, translating it into a modern online shopping experience.
National Mail Order Catalog Day FAQs
When is National Mail Order Catalog Day?
National Mail Order Catalog Day 2026 falls on Tuesday, August 18. It’s the perfect mid-week reminder to appreciate the history of direct-to-consumer retail.
Who created the first mail-order catalog?
The first modern mail-order catalog is widely attributed to Aaron Montgomery Ward, who sent out his inaugural catalog in 1872. This innovative approach allowed rural customers to order goods directly from Chicago.
Are mail-order catalogs still used today?
While the golden age of massive general merchandise catalogs has passed, many specialty retailers, like L.L.Bean and Garnet Hill, continue to issue print catalogs. These often serve as a brand showcase and drive online sales.
What was the biggest mail-order catalog?
The Sears, Roebuck and Company catalog, particularly in its mid-20th century heyday, was arguably the biggest and most influential. It offered an astonishing array of products, from apparel to entire kit homes, to millions of American households.
National Mail Order Catalog Day Activities
Order something from a mail catalog
As one way to honor this day, you can order anything from a mail-order catalog. Even though mail-order catalogs have declined in popularity, certain companies and enterprises continue to publish them.
Look for vintage mail-order catalogs
Look for vintage mail-order catalogs at your local thrift store or flea market. Businesses have spent a significant amount of money to design the ideal catalogs to increase sales. Looking through old mail-order catalogs is a great way to get a sense of life in the past.
Take the celebration online
You can also celebrate this day online, for example, on social media. You can use the hashtag #MailOrderCatalogDay to notify your friends and followers that you are also celebrating this day. You may also post a picture of a postal catalog that you have at home or that you bought at a thrift store.
5 Fascinating Facts About Mail Order Catalogs
The oldest mail-order company
Hammacher Schlemmer is the oldest mail-order company and is currently still in operation.
It engages people
Through their stories and pictures, catalogs take readers on a journey, and as a result, they promote more contact with retailers and their products.
Significant to U.S. history
Americans fell in love with this marketing strategy as it allowed them to get things they needed delivered straight to their door
It’s even cheaper than you thought
A mail-order firm requires only a little amount of capital to start and run — there's no need to stockpile a large number of products.
Super popular in the 19th century
Several U.S. retailers established themselves as mail-order businesses since this method allowed them to reach more customers and rapidly scale sales.
Why We Love National Mail Order Catalog Day
Catalogs influence purchase decisions
Do you know that catalogs have a greater influence on purchasing decisions than the internet or television commercials? 72% of people in a recent survey said catalogs piqued their interest in a retailer's products, and 80% said they bought something after seeing it in a catalog. According to the Data and Marketing Association (D.M.A.), this is because "whereas online marketing is passive, direct mail is active." Direct mailings are proactive and tactile, requiring the recipient to act on them.
Bridge the gap between physical and digital worlds
Amazing things can happen when paper and images collide. Mail-order catalogs provide the ideal physical foundation for incorporating dynamic digital technologies such as augmented reality (A.R.), dynamic Q.R. codes, near field communication (N.F.C), and many others. These technologies can help you create interactive experiences that jump off the page, guiding customers to memorable brand experiences as well as digital properties, such as websites, mobile apps, and social media.
Increase reputation and visibility
A high-quality, engaging printed catalog will increase the brand and visibility of your organization. A catalog will introduce your firm to consumers who were previously unaware of its existence and demonstrate that you can provide the items they seek. When you invest in a catalog, it communicates to others that you are serious and intend to stay for a longer-term.
Social Media Tips for National Mail Order Catalog Day
Individuals
Creators
Brands