The Eaton's catalogue was a mail-order catalogue published by Eaton's from 1884 to 1976. It was "one of the first to be distributed by a Canadian retail store". The first version of the catalogue was a 32-page booklet handed out at the Industrial Exhibition (now the Canadian National Exhibition). Within twelve years, the company's mail-order department was filling over 200,000 orders per year. Eaton's actively sought out new subscribers, particularly in rural areas, by employing such tactics as offering gifts for the contact information of non-subscribers.