PORTLAND, Ore. — It's the kind of jump-the-gun October ad that brings the same excuse, year after year: "This may SEEM a little premature to you - but it really is NOT . . . " Ah, yes: It's once again the time of year when retail giants begin their insistent reminders that there are "not many days left in which to do your Christmas buying."
But here's the catch: This ad ran in 1912.
The gripe about Christmas coming "earlier every year" is a hardy media perennial across decades and borders, as British complaints in 1954 and American ones in 1968 about September Santas attest. But the practice of pushing early shopping is much older - older, even, than that 1912 ad - and the blame goes to everyone from retailers to rabble-rousers to the U.S. government.
Like so many of our retailing habits, early shopping dates back to the late Victorians. Along with inventing cash registers, mail-order catalogs, and escalator-filled flagship stores, the Victorians also discovered the value of starting the Yuletide shopping season before Thanksgiving. A Nov. 19, 1885, ad by South Carolina retailer Wilhite & Wilhite already shows the familiar combination of apology and all-caps hucksterism: "KEEP IT IN MIND! It is needless to remind you that CHRISTMAS IS COMING, But we want everybody who intends purchasing CHRISTMAS PRESENTS to comprehend that we are now all ready . . ."
It was only a short leap from ad copy to in-store blowouts. A Nov. 16, 1888, event by the Kansas City, Mo., emporium Bullene, Moore, Emery & Company saw a preholiday rush that "packed every square foot of the store," while promotions for an 1893 "Early Christmas Event" by one Salt Lake City retailer almost reads like a ransom note: "This is no joke. We mean it. We will do it . . . MONDAY, MONDAY, MONDAY."