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Open hymnbook displaying 'O Little Town of Bethlehem' surrounded by festive holiday baubles.

When Sears mailed out its 1965 Christmas Wish Book to millions of American homes, the catalog had become so central to family life that children memorized page numbers and parents budgeted around its arrival, a paper ritual that quietly shaped a generation’s idea of wanting something.

In 1965, the Sears Christmas Wish Book reached more than 18 million American homes and became something closer to a household calendar than a sales catalog, shaping how a generation of children learned to want, wait, and remember.

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