On Thanksgiving Day 1938, as the Great Depression still gripped much of the United States, Pottsville, Pennsylvania dressed itself in lights, laurel, and shop-window displays for the coming Christmas season.

In the heart of Schuylkill County, the Pottsville Republican reported a “city gay in Christmas garb,” with Centre Street draped in pine, spruce, and colored lights as local merchants prepared for the holiday rush.

At a time when money was tight and Coal Region families still felt the strain of hard times, Christmas Club checks, decorated storefronts, and visits from Santa offered a brief sense of hope and normalcy in Pottsville’s bustling streets.

From the Pottsville Republican on Thanksgiving Day, 1938:

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City Gay in Christmas Garb, Shops Ready for Holiday Business Rush 

Santa Claus will find Pottsville decorated on a more elaborate scale than ever before when he arrives this year, members of the Merchants Bureau, stated when plans for the coming Christmas season were discussed. 

New daylight decorations will be used this year in adding to the beauty of the festoons of pine, spruce and lights. of other years, while the Community Christmas tree, located on North Centre St., opposite the Grammar School building, will be one of the largest and finest the city has ever had. Dave Thomas, supervisor of streets, who has had charge of this work during previous years, has already made his selection of a beautiful spruce tree that is majestically gracing the heavy woods several miles northward.

Silhouette Christmas trees in red and green outlined with vari-colored lights surrounding a rosy cheeked Santa have been placed on the light standards, with a Santa facing north and south. This is a new feature of the decorations this year, and add a holiday touch of color to the usual pine and spruce tree decorations, which will be strung with colored lights. 

The loops of laurel, entwined with colored lights be strung along the entire length at Centre St. from the Benesch Store on the south to Hummel’s on the north. At a recent meeting of the Merchants Association, it was decided to eliminate the toy parade immediately following Thanksgiving and place the funds usually expended for this purpose, toward additional decorations.

Pottsville’s “Christmassy” appearance will be extended to the residential area this year. A home lighting contest, to stimulate exterior decoration of residences, will be staged this year and a committee has been named to formulate plans. Members of the Merchants Association will officiate as judges to select the decorated homes and prizes will be awarded to the winners. 

Robert Gable, president of the Merchants Bureau, stated the official “Christmas Buying Season” will get underway immediately following Thanksgiving and continue through until Christmas. Pottsville stores will remain open nights beginning Monday, December 12th, giving the shoppers two complete weeks before Christmas.

Pottsville banks are getting ready to wind up their accounts of the 1938 Christmas Clubs. Approximately $240,000 will be the total disbursement here this year with more than 7000 club patrons sharing in the distribution. 

The checks will be ready for circulation on December 1 The six banking institutions of the city announce the 1938 amounts as follows: 

Schuylkill Trust Co., $50,000; 

Safe Deposit Bank, $50,000; 

Pennsylvania National Bank & Trust Co.; $46,500; 

Miners National Bank, $40,000; 

Union Bank & Trust Co., $35,000; 

City National Bank, $17,000. 

With approximately $240,000 ready for circulation here business in Pottsville over the holiday season will be greatly stimulated. 

Everything for Men and Boys 

Recognized as a leading store or headquarters for useful gifts for both men and boys, Doutrich’s, this will be more true than ever for Christmas 1938.

Tens of thousands of luxurious ties, hosiery and shirts have been assembled. Every department in the store from the basement to the top floor is filled to overflowing with ideal gifts for dad and the boys. The windows and the interior of the store will exemplify the spirit of Christmas. 

Slippers and Hosiery 

Raring’s as usual have planned Yuletide decorations.to display an unusual variety of men’s and women’s footwear over the Yuletide season. They will especially feature the well-known American makes of the finest shoes, slippers, parties rubbers. The famous Greene slippers for both men and women will be the stores special feature over the holidays in addition large display of hosiery which will be packed in special Christmas gift boxes. Both the interior and exterior of the store will take on a holiday appearance by being dolled up in the Yuletide decorations 

Santa At Pomeroy’s 

Pomeroy’s store has elaborate decorations again this year, effectively carried out in large green wreaths tied with red ribbons, on each post, and vari colored Christmas balls suspended from the ceiling.

The cut goods department has been moved to the floor and the special gift counters arranged on the first floor. Every gift department has been expanded including the toy department where Santa will be a guest from Friday until Christmas. A small Scottie dog that is held on a leash, Chinese checkers, modern Lionel train sets, a new Snow White and the Seven Dwarfs game, a little lady doll with her wardrobe packed in a small trunk, and a larger doll than ever are among the new items to be found here.

Each department will box and wrap gifts free of charge and a special gift wrapping department deluxe will be conducted at a small extra charge. 

Sears Toyland Opens Friday 

Sears official Christmas opening will take place on Saturday but toyland will be opened Friday. Here the kiddies will find the Shirley Temple organ to entertain them, and Santa will be on hand from noon time Friday to greet the little folks. A complete line of all American made goods will be sold in all departments, with a complete new line of Silvertone radios, and Kenmore washers, and modern electrical appliances on hand for the Christmas season.

New occasional pieces including lamps, end tables, occasional chairs, etc., are to be featured on the third floor. 

Large and Small Trees at Benesch’s 

Benesch’s central Christmas decoration this year will be a large illuminated tree with miniature trees with colored lights at each window the front of the building. The posts on the main floor will be bedecked with wreaths. The regular line of American made furniture has been augmented for the holidays with small occasional pieces for the entire home, with special features in cedar chests, lamps, chairs, end tables, etc. 

Xmas Foods Classified 

Customers of the Grand Union will find a complete line of Christmas foods for their selection.

Those who delight to bake their own Christmas cookies, fruit cakes, and puddings will find a complete line of baking materials all assembled conveniently in one department. For those, who prefer Grand Union baked goodies, orders are taken. For gift suggestions you will find baskets. made up with fruits, nuts, glazed fruits. The store will also make up gift baskets of food for the poor.

Hummel’s Opening Friday 

Hummel’s will have their official Christmas opening Friday, and their customers will be thrilled with the decorations. A contrasting color scheme of red and silver has been used throughout the first floor, with silver leaves and red poinsettias against a background of green and red. Wreaths illuminated with vari colored lights dot the walls, balcony and office, and 25 Santa masks add the final Christmasy touch. Hummel’s will feature Grand Rapids Guild Furniture this year. leader the 18th Century Williamsburg furniture, and the 18th century mahogany furniture for the entire home.

The children have not been overlooked and there is a full line of larger toys. 

Lovely Chairs at Liner’s 

Outstanding among a picturesque and most complete stock of furniture, at Liner’s, Santa Claus will surely whisper into the ear of seekers for suitable Christmas gifts, about the Tipperary rocker and reclining chair, in various colors, for the living room. It’s just the thing for Dad and, for that matter, the entire family. 

Many Toys at Weiss Store 

Amid a marvelous collection of Christmas toys, direct from Santa’s home in the Arctic North, at Weiss’. You’ll wonder at the wonderful, mechanical “trailing dog.” Under leash, it turns right or left, reverses. In fact, goes everywhere you go yourself. Control is by a curiously constructed string, attached to the collar. 

China and Costume Jewelry 

At Robert C. Green’s Sons Store one sees a variety of gifts for Christmas. This season, this store is specializing in a solid silver flatware that comes in two new patterns and is made by the International Silver Company of this country.

Costume jewelry is another feature, the rhinestone jewelry being of the finest line made in Providence, R. I. English china is very lovely, the Spode and Wedgewood patterns leading. Silver services are beautiful in their many designs. both American and English ones.

Featuring American Toys 

The W. T. Grant Store are specializing a man’s shirt for one dollar, which would make a perfect Christmas present. For the children, toys, of course, are being featured, and 95 percent of these are made in this country. 

Novelty chinaware is being shown for the housewife, and Christmas tree decorations are brighter and more effective than ever, as well and gay Christmas wrappings, seals and ribbons.

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More stories about Christmas in the Coal Region

Christmas Eve in Pottsville | December 24, 1902

Golden-tinged memories of Christmas Eve recalled in the dark days of the Civil War | 1861

A ‘wet’ Christmas in the Coal Region during Prohibition

Four Christmases – Holiday excerpts from Henry Keiser’s Civil War diary

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