vintage catalog fruitcake

1942 Sears Catalog – Christmas Fruitcake

Tis the season for a new batch of classic department store Christmas catalog time travel! And today, I bring you that classic Christmas cliche, in all of it’s kitschy glory: The Christmas Fruitcake. These images are culled primarily from Sears Catalogs, from 1937 to 1988. The catalog fruitcake is a perennial favorite, though I don’t recall if I’ve ever once tried a slice. Given that it’s reputation precedes it due to negative reinforcement from movies, tv shows, comics and general vibes from other humans, I’ve always shurgged it off. Yet, there’s nothing about the ingredients of the standard fruitcake that really offends me. I like cake. I like candied fruit. I like nuts (within reason). I like Christmas. What is there for me to dislike? Maybe this year, I’ll give fruitcake a try. Until then, enjoy these colorful representations of that classic seasonal doorstop. Click any image to enlarge to the full page catalog ad.
Oh, and don’t forget to head over to where I found these fantastic images. If you’re into 20th century advertising design, department store history or just enjoy looking at the Christmas catalogs from your childhood, this is an amazing website!
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