When I was a little kid, the arrival of the Sears catalog in the mail was a very big deal—especially the Christmas catalog. I can still remember the feel of the thin paper in my fingers as I went from page to page, marveling at all there was, from toys to musical instruments. Decades later as a historian, I came to understand how important this was in shaping American cultural assumptions, but back then I just used it to assemble my Christmas list. If it wasn’t in these pages, I probably didn’t want it.
Before I was born, however, Sears had even more stuff for sale, especially in its stores. Beginning in the autumn of 1962 in Denver and then spreading across the Midwest, something new and surprising started appearing at Sears alongside the usual household goods and clothing. The company proudly announced it was selling original works of art. The paintings that Sears planned to offer its customers, however, were not going to be commonplace or anonymous works of art. It would be featuring original works by Chagall, Goya, Picasso, Miro, even Rembrandt. Prices ranged from $5 to $3,000 (which is over $32,000 today).
By December, Sears had opened galleries in eleven of its stores nationwide. That month, the opening of the gallery in the Home Furnishings department of the Sears in Oak Brook, Illinois was the largest yet for the chain. On the first day, an estimated 4,500 neophyte collectors crammed into the store. Chagall etchings sold for $200; a tiny Rembrandt for $300. On that first day, seventy-five pieces out of the store’s collection of about 400 were sold.
Mingling with the curious crowd in the store that December afternoon was a tall, distinguished-looking gentleman who had been responsible for assembling the collection that Sears was offering for sale to the public. It was Vincent Price, the Hollywood actor already well-known for his memorable roles in scary movies. “Art is meant for everyone, and now can be bought by everyone, at Sears,” he said. “I have personally selected every item offered, and I am convinced that the scope of this collection is unparalleled in the world of Art. Indeed, with Sears Easy Payment Plan, there is no need to deny yourself the pleasure and stimulation of owning as many fine works of art as you like.” How did he get involved with all this? Tune in next week to find out.
