Which American retailer published its first Christmas Book catalog in 1939?

Neiman Marcus published its first Christmas Book catalog in 1939.

The catalog became a signature part of the Dallas-based luxury retailer’s identity. It presented extravagant gifts and unusual experiences, helping establish the idea that a retail catalog could function as entertainment, publicity, and a showcase for aspirational merchandise.

Neiman Marcus was founded in Dallas in 1907 by Herbert Marcus, his sister Carrie Marcus Neiman, and her husband Al Neiman. The business became known for high-end fashion and luxury goods, while the Christmas Book developed a reputation for headline-making offerings.

The catalog is sometimes confused with the holiday books or gift guides produced by other department stores. The specific Christmas Book tradition associated with unusual luxury gifts belongs to Neiman Marcus and dates to 1939.