With a large portion of the workforce off fighting in the war, women took on a variety of both civilian and military roles that were typically filled by men, including playing Santa. There is evidence of this taking place even earlier—including a 1935 report that a woman “impersonating Santa Claus” had a heart attack and died while distributing presents at a New York City community center—but the practice became more common during the war.
That said, female Kris Kringles were still novel enough to make the news. For example, in 1942, the Brooklyn Daily Eagle reported that a woman was hired to play Santa at a New Jersey F.W. Woolworth store in 1942 after management was “unable to find a man suitable for the job,” while an Associated Press photo featured a “lady Santa Claus” listening to children’s Christmas wishes in a Chicago department store. Outside of retail, some women donned the red suit for a good cause, like a Boston law student who helped the Volunteers of America “overcome the manpower shortage in their annual Christmas collection” in 1944.
Not everyone was on board with women portraying the Jolly Old Elf. This included a columnist for the St. Louis Post-Dispatch, who, in 1942, described seeing a woman Santa in a department store—complete with “cut-down gray whiskers” and a pillow serving as her round belly—as “the shock of [his] life,” adding that he “[felt] sorry for the kids” of the day.
Women weren’t the only ones changing the public face of Santa Claus. In 1943, Blumstein's department store in Harlem hired a Black Santa, reportedly making it the first retailer in the country to do so. It’s unclear whether the decision was related to the war, but by 1946, at least one other department store, located in Chicago’s South Side neighborhood, followed suit.
Artificial Christmas Trees Go Up, Lights Stay Off
Beginning in 1942, real Christmas trees were in short supply, because many of the men who typically chopped them down were either in the military or working in the armament industry, the Chicago Daily Tribune reported. At the same time, labor costs and fees paid to landowners for tree-cutting rights both soared, driving up the retail price of live Christmas trees, and contributing to the popularity of artificial versions.
Though artificial Christmas trees had been both imported to and manufactured in the United States for decades at that point, this was when the faux firs really gained traction. Prior to the war, artificial Christmas trees made from goose feathers were the most popular variety. But after the U.S. stopped importing goods from Germany—including the feather trees—they were no longer available (or desirable). Instead, people opted for artificial Christmas trees made in America using visca (a type of artificial straw), or those from the UK-based Addis Housewares Company, which used their machinery for making toilet brushes to produce faux trees with similarly stiff bristles.
World War II also brought about changes to how Christmas trees were decorated. “The tradition of lighting a tree at this time of year has been around for a very long time,” Frese explains. “But you couldn’t have done that in parts of the United States during the war—especially on the coasts—because [there were times when] you had to blackout your windows.”
Though some cities, like Seattle, started blackout drills several months before the attack on Pearl Harbor, they became far more widespread in December 1941. During these drills, area residents practiced turning their lights off in order to make the town less visible to enemy planes from above, should an aerial invasion occur.