WOW! That was even before MY time, but I have seen ads in the early catalogs, rifles as well.
My first rifle was bought from Sears. It was a single-shot 22 and sold for something like $30, as I recall.
Unfortunately, the nearby public rifle range closed many years ago, after someone found a bullet in their neighborhood a couple of miles away from the range and thought it might have come from there. It wasn't long afterward that the county closed down the range and now all of the gun ranges have been closed in my county, other than the one left that is still used by the cops, and the politicians are trying to close that one, too - if they haven't already done so. It should be no surprise that I live in the San Francisco Bay Area, where only criminals can own guns without being run out of town.