Yes, Christmas season really is getting longer
Back in 1865, first newspaper ad didn’t run until Dec. 9, Robert N. Wilkins says.
When, on Sept. 8 last, I spotted in a popular city centre retail store the untimely presence of Christmas-related particulars, I immediately understood once again just to what extent the yuletide season had been brusquely made off with by commercial and consumer interests.
It struck me that peddling products three-and-half months before Christmas Day was actually pushing what should be a joyful happening — just a little.
My own childhood memories recall a quite different scenario. The money-making side of the festive season really didn’t start to manifest itself until after the annual Santa Claus Parade, and that colourful event normally took place in the second half of November.
In fact, throughout most of the 20th century, the Christmas term (along with its mercantile expression) habitually began with the arrival of the Christian observance of Advent, which this year started on Nov. 27. Advent traditionally initiates the Christmas countdown on the fourth Sunday before Dec. 25. It was during these 24 (sometimes 25) days that people customarily began to think in terms of the big day itself, and, above all, its nonsecular importance to them.
This state of affairs is today, of course, completely transposed, with the consumer aspect of the season enjoying far more significance than the sacred. People are actively and constantly encouraged to buy, and to buy early. Indeed, nowadays, it is not unheard of for some clients to launch their Christmas shopping outings during the summer. Many commercial malls commence piping out Christmas music a full two months before the big day.
Fittingly, it might be asked: At what point did Christmas become just another excuse for an exaggerated, protracted, materialistic carousal?
As always, an answer to that question can be found by combing through local history.
For instance, in 1865, the first appearance of a seasonal advertisement in a Montreal newspaper took place on Dec. 9 — only 16 days before Christmas Day. The somewhat modest announcement promoted the arrival of women’s dresses “for Christmas and New Year’s presents” at the James Morison Dry Goods Store on Notre-Dame St. More marketing appeared later that same month and year, less than a week before the 25th.
Flash forward four decades to the Edwardian Period. Again, throughout the first decade of the 20th century, Christmas was rarely mentioned before December, and, more often than not, only in the second half of the month, at that. At the time, newspapers, including the Montreal Gazette, ran feel-good editorials about the “true meaning of Christmas.” In those years, the religious and spiritual sides of the feast day were always accorded greater importance than the commercial interests.
On Dec. 24, 1906, the nowdefunct Montreal Star ran a Christmas Eve editorial in which this tell-tale extract is found:
“You may be poor, you may be hopeless and lonely, you may be obscure, but you can rise to the spirit of the day, you can take your part in the universal festival, by showing love towards some fellow creature. A smile and a pleasant word are within the reach of all and are most acceptable Christmas gifts.”
It is obvious, then, that in days gone by Christmas was above all an inspirational observance in which all were invited to share and participate.
Unfortunately, Christmas 2016, for all intents and purposes, promises to be yet another worldly exercise devoid of virtually any grand altruistic consequence.
Neither will the day, despite the efforts of numerous benevolent groups, provide genuine solace and comfort to many.
Indeed, most of us, simply overwrought with having heard just one too many renditions of Bing Crosby’s White Christmas, will be content enough in that we won’t have to think about the holiday for at least another six months!