For generations of youngsters, one of the highlights of the holiday season was a visit to the local department store to see Santa Claus. Having an attraction like jolly St. Nick was just the marketing ploy that department stores needed to entice shoppers into their doors.
A visit with Santa. (chuckmanchicnostalgia.wordpress.com)
You may be surprised to learn that department store Santas date back to the late 1800s. As these colorized photographs show, families lined up for the opportunity to share their wish list with a hired temp in a bright red suit and a long white beard. Let’s take a look at some colorized images of department store Santas of the past.
Santa at Macy’s
Santa visiting with children in 1956. (Photo by Los Angeles Examiner/USC Libraries/Corbis via Getty Images)
Macy’s flagship department store in New York’s Herald Square is, perhaps, synonymous with department store Santas. It was the inspiration for the classic film, Miracle on 34th Street after all. According to Macy’s company history, the first Santa at Macy’s appeared in 1862, when the department store was just four years into its long history. In fact, Macy’s hosted a Santa Claus for roughly six decades before it launched its annual Thanksgiving Day Parade. For many holiday historians, Macy’s was the first department store to offer visits with Santa, but there is some debate about that. There may have been earlier department store Santas that predate Macy’s.
James Wood Parkinson of Philadelphia
Having a Santa on site was a great way for stores to sell more toys. (syracuse.com)
There are many people who claim that James Wood Parkinson of Philadelphia served as the first live, costumed Santa for the amusement of children as far back as the mid-1840s. Parkinson’s parents owned and operated a candy making shop and inn and he learned the hospitality business from them. As a young man in the 1840s, Parkinson opened his own restaurant in a stately mansion on Philadelphia’s Chestnut Street. As well as serving food, Parkinson sold toys and candy to his patrons. During the holiday season, Parkinson dressed up like Santa Claus to welcome children into his establishment to create a memorable experience for area families. And it was good for business, too. While their children hobnobbed with Santa, their parents purchased candy and toys for their kids’ Christmas stockings.
The Boston Store
James Edgar served as Santa at his store in Massachusetts. (mentalfloss.com)
In 1878, James Edgar of Brockton, Massachusetts opened The Boston Store. His small department store quickly established itself as a fixture in the community. In fact, Edgar was committed to serving the Brockton community. One of his first endeavors was to organize a Fourth of July celebration for the town because he felt it was important for the people of Brockton to have a day for fun to honor America’s birthday. For his next trick, Edgar thought it would be great if he could bring to life the drawings and images of Santa Claus that youngsters saw in newspapers and magazines. To the delight of the children of Brockton, Edgar dressed up as Santa. As word got out, parents in Boston took their children on the train to Brockton to visit with Santa in the flesh.
The Growth of Department Store Santas
Families took their kids to the nearest department store for a chance to chat with Santa. (spokesman.com)
More and more department stores across the country recognized the draw of a live Santa. Plus, it helped them bring more potential buyers into the store. Stores competed with other stores to have the best Santa experience for youngsters and their gift-buying parents. By the 1920s, we find portions of department stores that have been transformed into Santa’s North Pole Workshops or Winter Wonderlands. In addition to elaborate decorations, Santa was joined by elves and Mrs. Claus.
Department Store Santa and “Rudolph the Red-Nosed Reindeer”
Photo opp with Santa. (rd.com)
As competition heated up to have the best Santa experience, one department store, Montgomery Ward in Chicago, commissioned a new children’s book to be written. All the youngsters who came to Montgomery Ward to see Santa were given a printed copy of this book, Rudolph the Red-Nosed Reindeer. The giveaway was a success and Rudolph the Red-Nosed Reindeer remains a popular children’s Christmas story.
Visiting Santa Today
Seeing Santa was scary, yet exciting. (clickamericana.com)
It is still possible for families to bring their children to visit with Santa in person, but often, those visits do not take place in department stores. You are more likely to see Santa in the center court of your local mall, at a holiday festival, or at a community event. The opportunity to visit with a live Santa is a magical experience for youngsters and helps add to the excitement of Christmas.
