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.