The mailman deposited an L.L. Bean catalog in our mailbox. I enjoy browsing through this catalog. I see all sorts of stuff I think I might need. At times, I’ll even dogear a page with the intent of showing Billie. It is along about here that I think of how slow catalog delivery is.
I understand that catalog delivery, like so many things in life, was never intended to be speedy. I do believe catalog delivery has improved since Sears and Roebuck came up with the idea. Wait, is Amazon considered a catalog? Well, kinda.
Now that I think about it, Sears Roebuck and Montgomery Ward, were marketing the “we can provide you with everything you could ever wish for concept” long before it occurred to Amazon.
A Sears catalog seemed to have everything a person could wish for. I remember a Hutch football helmet with the Michigan design to the crown. I immediately coveted that helmet. I paid a visit to my Grandfather McBride and made my sales pitch.
Not being my first time, I opened with an anticipatory strike, “I have already checked Oklahoma Tire and Western Auto. They don’t have one.”
My grandfather listened but beyond a quick glimpse at the page, his gaze seemed to be focused on the movement back and forth on the aisles of the Women’s Side of the store. Nonetheless, our past history told me he was listening.
Only when I finished my pitch as to why I needed a helmet and the advantages of this helmet, did he turn his full gaze to me.
“Did Mr. Thomas or Mr. James offer to order one for you?”
Curses, foiled again. “Yes sir, Mr. Thomas did but he didn’t know how long it would take.” Sears was rather dependable once you filled out the form and mailed it.
My Grandfather nodded and said, “You know we will always buy local if we can. Now, why don’t you go have Mr. Thomas order that one for you.”
I did. Anticipation began. Most orders arrived in Stigler by truck. I remember two truck lines. Prentice which brought the freight from Fort Smith and Fisher which delivered the freight from Muskogee. Or vice-versa.
They shared a building on South Broadway with a loading dock. I was told this dock existed because it had once been the seating slope for a theatre. Does the Lyric sound right?
Loading docks are great for the dangling feet of a waiting boy.
“Now don’t make a nuisance of yourself.” Where would anyone get the idea that a boy waiting for a football helmet might become a bother to a trucking company? Oh, that’s why.
I have no doubt catalogues sold wishes and dreams. I know they did. But do you know what I really dream about? Small town stores operated by local men and women. Downtowns were vibrant and walkable.
We should be careful for what we wish.
It takes a lot of courage to show your dreams to someone else. – Erma Bombeck
