National Mail Order Catalog Day is celebrated every August 18 in the United States, commemorating the era of mail-order catalogs that allowed consumers to browse and order products directly to their homes. This day encourages individuals to reflect on the history of direct marketing, which predated e-commerce. Common customs include flipping through old catalogs, sharing favorite finds, and appreciating the nostalgic shopping experience. Social media engagement is encouraged, with participants sharing photos of vintage catalogs or recent online purchases inspired by the catalog experience. Notable companies associated with this tradition include Montgomery Ward, Sears, and L.L.Bean, which have significant histories in mail-order retail. The day often inspires special promotions and deals from various retailers, evoking the excitement of discovering items in a catalog.