Carrie H. Lippincott
Carrie H. Lippincott, self-described “Pioneer Seedswoman of America,” started a seed business in Minneapolis in 1886 and published her first catalog in 1891. Her small 5 x 7-inch catalogs featured richly-colored covers of charming children, young women and beautiful flowers. Each one contained a chatty greeting to her customers. She targeted women customers, a first in this business, and focused solely on flower seeds, another first.
By 1896 Lippincott claims to have received 150,000 orders; the 1898 catalog says that a quarter of a million copies of the catalog will be mailed.