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The birth of Christmas shopping -

In the 1820s, Americans began buying confections and gifts for children, sparking the tradition of Christmas shopping.

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Santa's image -

Clement Clarke Moore's 1822 poem, 'Twas the Night Before Christmas,' introduced a cheerful, approachable Santa, reshaping his image forever.

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From scary to friendly -

Santa's kind depiction replaced earlier intimidating versions, making him a figure children eagerly wanted to meet.

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Santa steps into stores -

Philadelphia merchant James Parkinson likely pioneered live Santa appearances in 1841. By 1846, at least three other local stores featured Santas.

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Confectioners lead the way -

Toy stores and confectioners initially embraced Santa, offering children magical moments during their visits.

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Department stores join in -

Some suggest that by the 1860s, department stores adopted Santa, blending holiday magic with theatrical shopping experiences.

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The first department store Santa -

James Edgar, owner of Edgar's Department Store in Brockton, Massachusetts, is often credited with beginning the tradition in 1890 when he dressed as Santa to enchant children visiting with their parents. Edgar is pictured here dressed as a clown. 

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The experience of shopping -

Department stores emphasized creating memorable experiences for shoppers, with Santa providing festive charm and lifetime memories.

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Santa's evolving look -

Early department store Santas lacked the now-iconic red suit, but embraced the round belly and jolly demeanor.

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Santa finds his spot -

Early department store Santas often roamed as greeters, joined live window displays, or sat in toy departments. 

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Meeting a celebrity -

Meeting Santa was akin to meeting a celebrity, creating loyal shoppers and unforgettable experiences for families.

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Theatrical holiday traditions -

By 1900, department stores held elaborate parades with Santa as a central figure, adding grandeur to holiday shopping.

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Santa school -

Founded in 1937, institutions like Charles W. Howard's Santa Claus School trained Santas in costume, gestures, and professionalism, significantly elevating the tradition.

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Photography joins the fun -

Santa photos gained popularity in 1943, when a Seattle photographer captured candid shots of kids waiting to meet Santa. Today, these photo opportunities are a cherished part of the tradition.

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Women as Santa Claus -

During World War II, with many men at war, women briefly took on roles as department store Santas, stepping into the traditionally male-dominated holiday tradition.

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Black Santa -

In the 1940s, people of color began portraying Santa. In 1943, Harlem's Blumstein's department store reportedly hired the first black Santa, followed by another in Chicago by 1946.

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The suburban shift -

After the postwar 'white flight' and the rise of shopping malls, some downtown department stores and independent retailers hired black Santas to better connect with their more diverse customer base.

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Civil Rights Movement and Santas -

During the 1960s Civil Rights Movement, boycotts targeted stores refusing black Santas, pushing for more inclusive holiday traditions.

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Macy’s inclusive Santas -

In 1970, Macy's introduced alternating black and white Santas, setting an example for diversity in department stores.

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Santa in pop culture -

The 1947 film 'Miracle on 34th Street' cemented the connection between Santa and retail in American culture.

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Post-war shopping boom -

Post-World War II, Santa became central to stores' marketing as middle-class spending and holiday competition increased.

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Santa's stunts -

Santa stunts were popular, such as Santa arriving by helicopter at Butler Bros. Department Store in San Francisco in 1953.

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Mall courtyards -

As malls expanded in suburban America, Santa transitioned to mall courtyards, becoming a staple of the holiday season.

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Malls as community spaces -

Malls became gathering spots, hosting holiday events like Santa visits, enhancing community engagement during festive times.

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Magical settings -

"Winter Wonderland" and "Santa's Workshop" have been mall staples since their inception. Southdale Mall in Edina, Minnesota, introduced a "Winter Wonderland" in 1956.

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Festive cheer during shopping -

Santa's role in these settings has always involved interacting with children, adding festive cheer while boosting foot traffic to stores during the holiday season.

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Building lifelong memories -

Visiting Santa became more than shopping, it was a cherished family tradition, strengthening the bond between commerce and celebration.

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Santa's timeless role -

From stores to malls, Santa remains a beloved figure, spreading joy while weaving magic into the shopping experience.

Sources: (History) (Grunge) 

See also: Saint Nicholas: The true story of Santa Claus

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