The catalog beside the outhouse
For many American households, the Sears, Roebuck catalog did more than advertise mail-order goods: its pages could serve as toilet paper. The thick catalogs arrived regularly, were widely circulated, and offered a supply of paper that could be torn off as needed. In homes with an outhouse, keeping a catalog nearby made practical use of an object already on hand.
Why paper quality mattered
Early commercial toilet paper was not always comfortable. Paper could be rough, and tiny wood fibers—often described as splinters—could make it irritating to use. Manufacturers gradually improved the paper-making process, producing softer, more consistent sheets. By the 1930s, “splinter-free” toilet paper was being mass-produced, making purpose-made rolls a more appealing option for households that could get them.
A change in the household routine
A catalog page and a toilet-paper sheet were not interchangeable in feel or design. The catalog was a workaround: paper that had served one purpose was reused for another, especially where indoor plumbing and store-bought rolls were less convenient. As manufactured toilet paper became more available, the catalog’s bathroom role faded. Its pages remain a vivid reminder that everyday routines once depended on whatever useful paper a household could keep within reach.
