James W. Elkins, Sr. 66, an employe of Sears Roebuck & Co. for 30 years before he retired in 1968, died Wednesday at Fairfax Hospital after a heart attack.

Mr. Elkins was born in Fort Smith, Ark. He earned a bachelor's degree from the University of Tulsa and began working for Sears while still in college.

He moved to this area in 1942. He served in the Army Transportation Corps here during World War II, achieving the rank of major. He remained in the reserves until 1971 and retired with the rank of colonel.

After the war, Mr. Elkins returned to Sears, and for the last 10 years before he retired was a furniture salesman at the Arlington store.

He owned and operated two Baskin Robbins Ice Cream outlets in McLean and Fairfax from 1970 to 1972.

For the past 10 years he had been a member of the Lewinsville Presbyterian Church in McLean.

He is survived by his wife, Daisybelle, and a daughter, Denise, both of the home in McLean; a son, James W. Jr., of Brookline, Mass.; his mother, Mayme Elkins, and a brother, John, both of Tulsa; another brother, George, of Denver, and a sister, Pollyanna Wilcox, of Seattle, Wash.