Ryan Forbes, a writer and illustrator from Gimli, Manitoba, Canada, stumbled upon a treasure trove of nostalgia while cleaning out his grandmother’s house a few years ago: a pristine 1998 Sears holiday catalog. The discovery sparked a passion for collecting these vintage catalogs and sharing their magic with a captivated TikTok audience. This unexpected journey has not only rekindled childhood memories for countless people but also highlighted the enduring power of nostalgia in the digital age.
From Grandma’s Attic to TikTok Fame: The Sears Wish Book Revival
The scent of aged paper, the glossy pages filled with vibrant images of toys, clothing, and home goods – the Sears holiday catalog, affectionately known as the Wish Book, was a cherished tradition for many families. For Forbes, rediscovering that 1998 catalog was like stepping back in time. The overwhelming sense of nostalgia he experienced inspired him to preserve the catalog and eventually begin collecting others.
Today, Forbes boasts a collection of six Sears holiday catalogs, acquired from garage sales, online marketplaces, and his own childhood. These catalogs, depending on their condition and year, can range in price from $25 to upwards of $150. While his children initially showed little interest, Forbes found amusement in the catalog’s contents and decided to share his nostalgic journey on TikTok.
His videos, featuring him flipping through the pages of these vintage catalogs, quickly gained traction. Viewers flooded the comments section, requesting to see specific sections, reminiscing about their own childhood experiences with the Wish Book, and urging Forbes to create more content. One video, showcasing a sealed 1996 Sears Wish Book (Forbes’ personal favorite), amassed over 600,000 views and 1,800 comments.
:max_bytes(150000):strip_icc():focal(561×0:563×2)/sears-holiday-catalog-collection-ryan-forbes-02-120924-6b78a2d2c76249a5878b1678e490ea3b.jpg)
A Shared Nostalgia: The Power of Collective Memory
The overwhelming response to Forbes’ TikTok videos reveals a widespread yearning for simpler times and the cherished memories associated with the Sears Wish Book. For many, the catalog was more than just a shopping guide; it was a symbol of the holiday season, a source of childhood dreams, and a shared experience that transcended generations.
Commenters on Forbes’ videos vividly recall spending hours poring over the catalog’s pages, circling desired items, and anticipating the arrival of Christmas gifts. The Wish Book served as a tangible link to the magic of the holidays, fostering excitement and anticipation in the weeks leading up to Christmas. This collective memory, reignited by Forbes’ videos, demonstrates the profound impact of shared cultural experiences.
More Than Just a Catalog: A Time Capsule of Trends and Prices
Beyond the sentimental value, the Sears holiday catalogs offer a fascinating glimpse into the past, showcasing the evolution of technology, fashion, and consumerism. Forbes notes the stark contrast between then and now, particularly regarding technology. The catalogs feature products that are now considered obsolete, reminding viewers of how rapidly technology has advanced.
:max_bytes(150000):strip_icc():focal(749×0:751×2)/sears-holiday-catalog-collection-03-120924-b12c9dddcbe145f09b952e4b92734dae.jpg)
The price of items in the catalogs also sparked significant discussion among viewers, highlighting the changing economic landscape. Many commenters expressed surprise at how expensive certain products were back then, prompting reflections on inflation and the relative value of goods over time. The catalogs serve as a time capsule, allowing viewers to compare past and present prices, and sparking conversations about economic shifts.
Preserving the Past, Connecting the Present: The Future of Forbes’ Collection
Forbes intends to preserve his collection of Sears holiday catalogs, recognizing their historical and sentimental significance. While his wife may not fully share his enthusiasm for spending hundreds of dollars on vintage catalogs, Forbes understands the inherent value in these seemingly mundane objects. They represent not just a collection of paper and ink, but a tangible connection to the past, a source of shared memories, and a testament to the enduring power of nostalgia.
His TikTok journey has transformed these forgotten relics into a source of connection and entertainment for thousands of people. Forbes’ story underscores the unexpected ways in which the past can resonate with the present, and how social media can facilitate the sharing of collective memories and experiences. The Sears Wish Book, once a staple in American homes, now lives on in the digital realm, thanks to the passion of one man and the power of nostalgia. It serves as a reminder that even seemingly ordinary objects can hold extraordinary meaning and connect us across generations. The “smell” of the Wish Book, as many commenters poignantly put it, may be a sensory memory, but its evocative power resonates deeply in the digital age.
