Higgins

J.C. Higgins was the official house brand for sporting goods sold by Sears, Roebuck and Co., the dominant American mail-order retailer, from roughly the 1908s until the late 1960s.

 J.C. Higgins did not own factories that produced lures, rods, or reels. Instead, the name was stamped onto fishing tackle and outdoor gear that was actually manufactured by established, high-quality companies such as Heddon, Shakespeare, and South Bend. This allowed Sears to offer reliable, branded, yet affordable sporting equipment through its ubiquitous mail-order catalogs and retail stores.

The name itself was derived from John Charles Higgins, a buyer for Sears who was instrumental in developing their sporting goods department. For millions of American families in the mid-20th century, a J.C. Higgins rod, reel, or tackle box was the first piece of quality fishing gear they ever owned, cementing its place in fishing nostalgia. The brand was eventually retired and replaced by the Ted Williams brand in the late 1960s.

The appeal of J.C. Higgins tackle was its balance of accessibility and reliability, featuring designs that were already proven effective by the best manufacturers.

J.C. Higgins lures were often rebranded versions of successful national baits. Anglers could buy tried-and-true minnows, spoons, and spinners—designed by experts—at a budget-friendly price point, making professional-grade performance available to the masses.

The lures gained fame through the massive Sears catalogs, reaching every corner of the country. Photos and descriptions made these practical baits accessible to people who didn't live near a dedicated tackle shop.

Collector’s Value: Today, vintage J.C. Higgins plugs and tackle are highly valued by collectors. They represent an era of post-war prosperity and the democratization of outdoor sports, preserving the designs of famous manufacturers under a recognizable and nostalgic label.