The Early Mail-Order Catalog
Aaron Montgomery Ward launched what became one of America's earliest successful mail-order catalog businesses, beginning with a simple one-page price list aimed largely at rural shoppers.
Heartland America Helpful Guide
Catalog Shopping Guide: How to Browse, Compare and Order With Confidence
Catalog shopping has changed a lot since the first mail-order catalogs reached American homes, but the basic idea is still useful: browse a curated selection at your own pace, keep track of the items you like, and order in the way that works best for you.
What is catalog shopping?
Catalog shopping means browsing products in a printed or digital catalog and then placing your order using the method you prefer. Today, that may mean ordering directly online, calling in your order or completing a traditional mail order.
From Mailbox to Marketplace
A Short History of Catalog Shopping in America
Long before a product could be found with a search bar, catalogs helped connect shoppers with products that might otherwise have been difficult to find locally. Improvements in mail delivery made that connection even more useful.
Mail Reaches Rural Homes
The Post Office began experimenting with Rural Free Delivery in 1896. It became a permanent service in 1902, making letters, publications and catalogs easier for rural families to receive.
Parcel Post Changes the Possibilities
Parcel Post began in 1913, making it practical for more goods to travel through the postal system and helping mail-order shopping become an important part of American retail.
Catalogs Become Household Browsing
Catalogs became something families could keep around the house, revisit, mark up and use for planning purchases, seasonal needs and gifts.
Heartland America Begins
Heartland America began serving shoppers in 1985, carrying the catalog-shopping tradition into a new generation of value-conscious customers.
Print and Digital Work Together
Modern catalog shopping can begin on paper and end online, or happen by phone or mail. The format has changed, but the convenience of browsing a curated selection remains useful.
Why People Still Use Them
What Makes Catalog Shopping Useful Today?
The biggest advantage of a catalog is not that it is old-fashioned. It is that it gives shoppers another way to organize their choices without requiring them to browse an entire store at once.
A More Focused Selection
A catalog presents a selected group of products in one place, which can make browsing feel more manageable than sorting through an endless stream of unrelated choices.
Easy to Browse at Your Own Pace
You can keep a printed catalog nearby, revisit a page later, circle an item, fold a corner or build a short list before deciding what to buy.
Print Can Lead Directly Online
Item numbers make it possible to discover something on a printed page and then locate that same item online for current product information and ordering.
You Are Not Limited to One Ordering Method
Some shoppers prefer checkout online. Others would rather call a person or complete a mail order. A good catalog-shopping experience supports more than one path.
It Works Well for Gift Planning
A catalog can be passed around the household, bookmarked and revisited when birthdays, holidays or seasonal shopping come around.
The Catalog Can Be a Starting Point
You do not have to choose between paper and the internet. Browse one way and order another way if that is more convenient.
Before You Order
A Simple Checklist for Smarter Catalog Shopping
Whether you are shopping from a printed catalog or an online version, a few habits make it easier to compare choices and place the right order.
- Mark or write down the items that interest you instead of trying to remember every page.
- Keep the product item number or SKU with your notes.
- Read the full description before ordering, including dimensions, included pieces, color or size choices and other important details.
- If you are using an older printed catalog, check the product online or call before ordering so you can confirm current availability.
- Compare products based on the features you will actually use rather than simply choosing the one with the longest feature list.
- Check the current shipping, return and ordering information that applies to your purchase.
- Keep your catalog handy until the order is complete in case you need the item number or catalog code.
- Choose the ordering method you are most comfortable using: online, phone or mail.
Helpful rule: treat the printed catalog as the
beginning of the decision, not the end.
Catalogs are excellent for discovery. Before finalizing an order, use HeartlandAmerica.com or call Heartland America if you need to confirm current product information or ask a question.
From Printed Page to Checkout
How to Order a Heartland America Catalog Item Online
If you find something in a printed Heartland America catalog and would rather place the order online, the item number helps connect the printed page with the website.
Find the Item Number
Every product ad featured in the Heartland America catalog has an associated item number, also known as a SKU. Write it down with the product you want so you can quickly locate the item online.
Search the Item Number Online
Heartland's catalog-order instructions explain that the first two catalog characters do not need to be included when using the regular site search. For example, a printed item number such as 4C-46667 can be searched as 46667 .
Review the Current Product Page
Check the product description, pricing, availability and current ordering information before adding the item to your cart.
Find the Catalog Code
Your printed catalog includes a catalog code on the back cover. Keep it available when you are working through the catalog-order process.
Complete Your Order
Add the item to your cart and continue through checkout. You can also review Heartland America's catalog-order instructions for help moving from your printed catalog to online checkout.
Want to browse the printed experience on a screen?
Open the Heartland America online catalog viewer to flip through the catalog digitally while keeping this Helpful Guide open.
Pick the Method That Fits You
Comparing the Different Ways to Shop
There is no single correct way to use a catalog. The best method is the one that gives you the level of convenience or personal help you want.
| Shopping Method | Best When | What You Need | Helpful Starting Point |
|---|---|---|---|
| Printed Catalog | You enjoy relaxed, offline browsing. | A current Heartland America catalog. | Request a free catalog. |
| Online Catalog Viewer | You like catalog-style browsing but want to use a computer, tablet or phone. | Internet access. | Open the online catalog viewer. |
| Website Shopping | You want to search, review products and place an order online. | Product name, keyword or catalog item number. | HeartlandAmerica.com. |
| Phone Order | You prefer personal assistance or have a product question before ordering. | Your item information and order details. | Call 1-800-229-2901. |
| Mail Order | You prefer completing a traditional paper order. | A Heartland America mail-order form and your item information. | Follow the mailing instructions printed on the form. |
Read the Page Like a Pro
What Should You Look for on a Catalog Product Listing?
A good buying decision starts with the details that affect how the product will actually fit into your life.
Item Number or SKU
This is one of the most useful pieces of information when moving from a printed Heartland America catalog to the website or when discussing an item by phone.
Size and Dimensions
Measurements can matter more than the photograph, especially for furniture, storage, appliances, tools and other products that must fit a specific space.
What's Included
Look for language explaining accessories, components or quantities so you know what comes with the product.
Color, Size or Style Choices
Apparel, footwear and other products may require you to make a selection before ordering.
Product Features
Focus on the features that solve the problem you are shopping for rather than treating every listed feature as equally important.
Current Ordering Information
When possible, check the current website listing or call before placing an order from an older catalog.
Common Questions
Catalog Shopping FAQs
What is catalog shopping?
Catalog shopping means browsing products in a printed or digital catalog and then placing an order using the method you prefer, such as online, by phone or by mail.
Are mail-order catalogs still relevant?
Yes. Printed catalogs remain useful for people who enjoy browsing at their own pace, and modern catalog shopping can work alongside the internet. You can discover an item in print and then look it up or order it online.
How do I request a free Heartland America catalog?
Visit the Heartland America Catalog Request page and enter your mailing information. You can also call 1-800-229-2901 .
Can I order a Heartland America catalog item online?
Yes. Use the item number, also known as a SKU, printed in your catalog to locate the product on HeartlandAmerica.com. You can also review Heartland America's catalog-order instructions .
What is the catalog code on a Heartland America catalog?
The catalog code is printed on the back of your Heartland America catalog. Keep the code handy when ordering from your catalog online.
Can I place an order with Heartland America by phone?
Yes. Call 1-800-229-2901 if you would like help placing an order or have a question about an item.
Can I mail an order to Heartland America?
Yes. If you prefer traditional mail ordering, complete a Heartland America mail-order form and follow the mailing instructions provided on the form.
Can I view the Heartland America catalog online?
Yes. Visit the Heartland America Online Catalog Viewer to browse the catalog digitally.
Keep Browsing
More Helpful Catalog Resources
Ready to move from this guide to the catalog itself? Browse the current catalog digitally or learn how to order a product you found in your printed catalog.
Shop Your Way
Ready to Shop With Heartland America?
A catalog should make shopping easier, not tell you how you have to shop. Browse in print or online, then choose the ordering method that works best for you.
Give Us a Call
Prefer talking with a real person? Call Heartland
America for help with products or placing an
order.
Call 1-800-229-2901 →
Request a Free Catalog
Get a Heartland America catalog delivered to your
home so you can browse at your own pace.
Request Your Catalog →
Place Your Order Online
Search products, use your catalog item number or
SKU and complete your purchase online at
HeartlandAmerica.com.
Shop Online →
Send In a Mail Order
Prefer traditional mail ordering? Complete your
Heartland America mail-order form with the items
you would like to purchase.
Follow the mailing instructions provided on your
order form.