Mail order
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The cover of the first Eaton's catalog, published in 1884. The Eaton's catalog would continue to be published until 1976. |
Mail order is a term which describes the
buying of
goods or
services by
mail delivery. The buyer places an order for the desired products with the merchant through some remote method such as through a telephone call. Then, the products are delivered to the customer. The products are typically delivered directly to an address supplied by the customer, such as a home address, but occasionally the orders are delivered to a nearby
retail location for the customer to pick up. Some merchants also allow the goods to be shipped directly to a third party consumer, which is an effective way to send a gift to an out-of-town recipient.
A
mail-order catalog is a publication containing a list of general
merchandise from a company. Companies who publish and operate mail-order catalogs are referred to as catalogers within the industry. Catalogers buy or manufacture goods then market those goods to prospects (prospective customers). Many catalogers, just as with most
retailers, are increasingly buying goods from
China. Catalogers "rent" names from
list brokers or
cooperative databases. The catalog itself is published in a similar fashion as any magazine publication and distributed through a variety of means, usually via a
postal service and the
internet.
According to the National Mail Order Association (NMOA.org) Benjamin Franklin is believed to have been the first cataloger in the United States.
In 1744, he formulated the basic mail-order concept when he produced the first catalog, which sold scientific and academic books. He is also credited with offering the first mail-order guarantee: "Those persons who live remote, by sending their orders and money to B. Franklin may depend on the same justice as if present."
The earliest mail-order business, now known as
Hammacher Schlemmer, was established by
Alfred Hammacher in
New York City in 1848, thirteen years before the
Civil War began. Offering mechanic's tools and builder's hardware, its first catalog was published in 1881. Now known for offering an eclectic, premium assortment of "The Best, The Only, and The Unexpected", it is America's longest running catalog.
Aaron Montgomery Ward is credited with sending out the first
mail-order catalog in
1872 for his
Montgomery Ward mail order business. This first catalog was a single sheet of paper with a price list, 8 by 12 inches, showing the merchandise for sale and ordering instructions. Montgomery Ward identified a market of merchant-wary farmers in the Midwest. Within two decades, his single-page list of products grew into a 540-page illustrated book selling over 20,000 items. Another early mail-order catalog was published in 1884 by the
Eaton's department store in
Toronto,
Canada. Almost a decade later, the first
Sears catalog was published in the
United States.
With the invention of the
Internet, a company's
website became the more usual way to order merchandise for delivery by mail, although the term "mail order" is not always used to describe the ordering of goods over the Internet. It is more usual to refer to this as
e-commerce or
online shopping.
In the
United States, an advantage of this type of shopping is that the merchant is typically not required by law to add
sales tax to the price of the goods, unless they have a physical presence in the customers'
state. Instead, most states require the resident purchaser to pay applicable taxes. There has been periodic discussion about amending the law to make these sales taxable.
Other mail order catalogs include
JC Penney,
Wal-Mart,
Spiegel catalog.
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Specialty catalogs*
Mail order bride*
Catalog merchant*
Mail-order history*
Hammacher Schlemmer Company History*
C. F. Orvis Company history
