The Big One Montgomery Ward pioneers the comprehensive full-store catalog, but Sears Roebuck perfects it. By 1920, the Sears catalog runs to 600 pages, and a few years later tops the 1000-page mark. Inside is literally everything produced in America that is not industrial in nature. The first several hundred pages are devoted exclusively to clothing and accessories for women and girls.

	Professional Illustration One reason for Sears' growing dominance in catalog sales is the quality of the thousands upon thousands of individual illustrations. Every product gets its own illustration. The ones displaying women's clothing at the front of the catalog show a particularly fine appreciation for pose and facial expression.
	Urban and Rural Another key to Sears' success is the attention paid to rural farm families, who marvel at the array of selections specifically targeted to their needs and desires. This begins in the clothing section, but continues throughout the catalog.
	Just for Farmers The mail-order system of product delivery allows Sears to sell to all the families that live too far away to shop at its urban stores. Because of this, the catalog offers a full line of items like plows and cream separators, that are only of interest to farmers. Trains can deliver any product, anywhere in the country. To capitalize on this huge market, Sears quickly learns to ship its catalogs free, to anyone that makes a request.
	Complete Home Kits Beginning in 1908, Sears catalogs include America's first pre-fab housing kits. They include 30,000 pieces of lumber, each cut to the precise length and angle required. The kit arrives by box car at the nearest rail depot, and includes plumbing, wiring, roofing, siding, windows, doors, stairs, nails, paint and everything else a builder would normally purchase locally. By the start of World War Two, Sears has delivered 75,000 complete home kits, offered in 450 different models. Wartime restrictions halt production.
	Fully-engineered Barns Sears also offers kits to build sheds, garages, bungalows and state-of-the-art barns. The kits are similar to those for houses, with a broad selection of styles and sizes.