Deviate

The Sears Christmas Wish Book was (truly) great American literature


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“The Sears Christmas Wish Book was, for me, a kind of foundational text — a secular counterpoint to the Bible stories I learned around that time in Sunday School. I paged through the holiday catalog’s 620 glossy pages as if they amounted to an intoxicating graphic novel of desire, rich with abundance and possibility.” – Rolf Potts, from “Literature of Desire”

In this episode Rolf reads an audio version of his Christmas-themed essay “Literature of Desire,” and discusses the wonders of the Sears Christmas Wish Book with novelist Tod Goldberg (@todgoldberg). Tod is the New York Times bestselling author of over a dozen books, including the novel Gangsterland, which is currently being developed into a television series. He is also the director of the University of California-Riverside Palm Desert Low-Residency MFA, and the co-host of the Literary Disco podcast.

Introduction (00:35 – 11:20)

  • Vintage Sears Wish Book online archive
  • What Exactly is Christmas Tree Flocking? from Mental Floss
  • Klonopin (anxiety medication)
  • Janis Ian (singer-songwriter)
  • Enchroma glasses (to correct colorblindness)
  • Literature of Desire essay (11:20 – 32:20)

    • Richard Warren Sears (catalog founder)
    • Mr. Sears’ Catalog (video) from PBS’s American Experience
    • Sears Catalog Home (ready-to-assemble houses)
    • That ’70s Show, Happy Days, Good Times, Welcome Back, Kotter (TV shows)
    • Christie Brinkley and Renee Russo (fashion models)
    • Pong (video game)
    • Big Jim’s P.A.C.K. (toy line)
    • Jay J. Armes (private investigator)
    • JJ Armes action figure (TV commercial)
    • Is Jay J. Armes For Real?” from Texas Monthly
    • WishBookcom
    • Sears Wish Book memories (32:20 – 50:10)

      • Action figures (dolls marketed to boys)
      • Toughskins (jeans for children)
      • Huffy (bicycle brand)
      • BEST (showroom retail store)
      • Kerouac’s Fantasy Baseball Obsession” from Mental Floss
      • Coleco’s Electronic Quarterback (game)
      • This episode was sponsored by the Paris Writing Workshop, an intensive one-month course in the artistic heart of Europe.

        The Deviate theme music comes from the title track of Cedar Van Tassel’s 2017 album Lumber.

        Note: We don’t host a “comments” section, but we’re happy to hear your questions and insights via email, at [email protected].

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        DeviateBy Rolf Potts

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