Sears starting making bold statements in 1895, claiming "We Sell Everything." If a customer couldn't find what they wanted in the catalogue, they were invited to tell Sears about it, and he would find the product for them. Customers did just that.

Letters poured in to Sears daily asking for certain brands and special items. One woman requested a man displayed on a certain page in the catalogue just her size (and if you're all out of that model, I'll take whatever one you choose for me). Little girls wrote asking Sears to please put feet on his women, as they couldn't complete their paper dolls without them (and please don't write over their feet!). Sears never claimed he filled all of his orders.

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