“She’s waving her scallions at
Hitler’s battalions—
She’s up to her heart in victory!”

Chances are, the scallions celebrated in that World War II ditty first caught the eye of their gung-ho Victory Gardener courtesy of a colorful seed catalog. From the mid-1800s onward, many a wintry day passed faster as mailboxes welcomed the latest seasonal offerings from Gurney’s, Earl May, Burpee’s, and other gardening industry “names.” Seed companies were in the business of selling attainable dreams. The dawn of inexpensive mass printing allowed them to present those dreams as enticingly as possible.

Just look at those “Giant Mastodon” strawberries cascading down the cover of 1950’s Earl May catalog. Nearly 70 years later, they’re as ripe and luscious as ever, holding the promise of strawberry-shortcakes-yet-to-come. Would yours look the same? Well, of course they would! As Earl May promised, “you can’t go wrong planting a Mastodon” (Or a “Superfection.” Or “Red Rich—The Wonder Berry.”).

Seed catalog copywriters and art directors aimed for descriptions and illustrations guaranteed to thrill. Chrysanthemums weren’t just chrysanthemums; at Gurney’s, they were “Brilliant Blaz-O-Mum Bargains.” A simple red petunia was reborn as “Fire Dance: strikingly beautiful, rich scarlet–red, with a bold flashlight throat of golden yellow!” (“Large packet only 50 cents postpaid!”).

Paging through a vintage seed catalog is like … well, chatting over a garden fence. Seed companies specialized in a folksy neighborliness that kept the customers coming back for more. It was an all-in-the-family operation, and various Gurneys, Burpees, and Mays dot the pages, offering planting tips and posing with oversize garden bounty (“Here’s Jill Gurney, Sid’s youngest, enjoying a ripe, delicious Gurney plum”). The writing style was conversational and determinedly one-on-one. A few samplings, courtesy of Earl May, 1950:

“You’re missing some mighty fine eating unless you have some clumps of Rhubarb on your place.”

“Flower friends, I have made up a collection of annual flowers which I know will bring you a world of beautiful blooms.: ‘Mrs. May’s Garden Gay’!”

“Boys! Girls! Sell seeds! Earn cash! Win valuable prizes! Special grand prize: this fine Pony, black and white, gentle and well-mannered! Hurry! Hurry! Send for your seed collections right away!”