The Christmas season is once again upon us. For many, “it’s the most wonderful time of the year.” But as our culture continues to squeeze the most out of the holiday, many of us have seen it become a relentless rat race. Presents need to be bought, pageants need to be held, dinners must be cooked, and cards have to be sent.
The saving grace of this onslaught of tasks is that Christmas music is back on the radio, in stores, and pretty much anywhere that has a PA system. Many of these songs were written during the immediate postwar period of optimism, cultural unity, and thriving Main Street economics. It’s Beginning to Look a Lot Like Christmas mentions all the classic signs of the holiday—the carols, the bells, the snow—but the first thing it portrays is “the five and ten (variety store) glistening once again with candy canes and silver lanes aglow.” The song then conveys the excitement of Christmas as toys appear “in every store.”
It’s clear that the role of these local shops and their front window displays goes far beyond shopping. They not only provide all the toys needed for presents and gifts (the entire third verse of the song) but are an essential part—if not the most central aspect—of the holiday ambiance.
Think about how that compares to our experience today. Once a rarity, “toys in every store” was a telling change in the season. Now corporate drug stores such as Walgreens and CVS are constantly flooded with cheap plastic molds designed to placate your child while you wait to pick up your prescription.
At one time, the seasonal arrival of toys was a careful decision made by small businesses. Because these shops were often housed in humble downtown buildings, they didn’t have the shelf space to keep toys all year. These small shops would go out of their way to get into the spirit of Christmas and give customers a truly inspired experience that made shopping feel special.
Read more at the American Conservative.