[First Norman Rockwell Cover] Sears Roebuck and Company. Catalog No. 154, Spring and Summer 1927 by Sears, Roebuck & Co - 1927

Philadelphia: Sears, Roebuck & Co, 1927. Paperback. Very Good. Norman Rockwell. Retail trade catalogue with illustrated covers, 4to (11 inches tall), pp. 984, heavily illustrated throughout in color and B&W, two bound-in Sears "Post Card"s, index. Volume with light rubs, edge wear, creases and a few small abrasions, text toned with minute roll, one leaf loose but present, unobtrusive 1cm long tiny hole at foot of text block edge. All pages clean and unmarked with just the occasional closed edge tear. Collated. This is the first of only two Norman Rockwell paintings to ever appear on the cover of a Sears catalogue. It features a couple intently shopping for an engagement ring and is important thus, as the orginal painting has never been located (Moffatt, p.539). The other, "At Work on his Washington Essay" (Moffatt, A419) was later published by Sears in 1932 and remains in a private collection. Original and complete 1927 Sears Roebuck Spring and Summer Catalogue, offering a line of merchandise from baby clothes and incubators to tombstones, Major League Baseball uniforms and violins - or of interest perhaps? ... a new "scientific" ice box, or an electric washing machine advertised for "Just $5 down and $7 a month". The All-American Dream Machine, à la 1927. Ref. Moffatt, A752.