• by Sarah Mahoney  @mahoney_sarah, October 4, 2007

Sears, Roebuck and Co. is tackling its 21st-century sales problems with a 19th-century solution: The company says it's bringing back its Wish Book Catalog, just in time for Christmas.

The catalog--back after 14-year-hiatus--will include toys, apparel, jewelry, appliances, tools and holiday items "in a contemporary design," the company says. "We want to recreate the excitement everyone used to feel on the day the Wish Book Catalog arrived, and inspire shoppers to grant the wishes of everyone on their lists."

Sears execs say the catalog will also steer traffic to the company's Web site and stores. For example, it includes "Ready in 5" products, which can be ordered online and picked up in less than 5 minutes after the customer arrives at the store.

The 2007 Sears Wish Book Catalog is already available, but the retailer will unveil a "larger than life" version of the 188-page catalog in Times Square in mid-November, hosted by Ty Pennington, host of ABC's "Extreme Makeover: Home Edition" and a Sears spokesman.

Some think it could be a smart move. Catalogs are a $150 billion business, says Jim Tilberry, president of Tilberry Direct Marketing in Streamwood, Ill. "Consumers do like to shop online, but it's not that pleasant. Usually, they're at a desk, with a bright monitor. Settling down with a catalog, which usually has better photography, can be more relaxing. Shoppers can romance the products a little better," he says.

Nor does he think Sears' 14-year absence from mainstream catalogs will hurt it. "The Sears name is so ingrained in people's heads that it's not like establishing a new brand. People know Sears--they're familiar with it. This may be an easier transition for shoppers."

In its most recent quarter, same-store sales fell 4.3% at its U.S. Sears stores, and 3.8% at Kmart, which is also owned by Sears Holdings Corp.