200 A.D.:               The legend of St. Nicholas dates to the late third century when he was a wealthy Greek Bishop.  The traditional dress of St. Nicholas in Europe was in a Bishop’s robe, riding a white horse, and carrying a basket of gifts.

1809:                     American author, Washington Irving, wrote of a jolly, tubby little fellow who flew through the air in a single horse-drawn wagon.   

1823:                     The poem, “A Visit From St. Nicholas,” gave him eight tiny reindeer and a sleigh.  He was also described as “chubby and plump, a right jolly old elf,” thereby solidifying Irving’s earlier description.

1860s:                   The Dutch mispronunciation of St. Nicholas eventually evolved into Santa Claus for Americans.  Thomas Nast, a cartoonist for the Harper’s Weekly in New York, also wrote of a jolly old elf.  It was Nast’s drawings that finally popularized a single image of Santa.

1897:                     “Yes, Virginia, there is a Santa Claus,” written by the New York Sun, is the most famous newspaper editorial of all time.  It is still reprinted today.

1930s:                   The Coca-Cola Company ran a series of color ads and for the first time, popularized Santa Claus in a red and white suit.  The first retailer to enter “The Realm of Christmas Mythology.”

1939:                     Until “Rudolph” joined the Santa Claus team, sponsored by Montgomery Ward, few ever   imagined that Santa would need the guiding light of a red-nosed reindeer.  By 1974, the song had become the biggest hit record of all time, overtaking “White Christmas,” according to ASCAP.  It showed that nostalgic Americans are receptive to stories that keep the Santa Claus legend alive for their children.

1947:                     The movie, “Miracle on 34^th Street,” made Macy’s one of the most famous department stores in the world.  It also popularized “Kris Kringle” as another name for Santa Claus. 

1980:                     A classic was born when Santa found he could not make his annual gift-giving excursion without the companionship of a 6-foot elf named Alfie, who is over 700 years old and speaks with an Irish brogue.  Alfie was introduced and sponsored by the Fred Meyer department store chain headquartered in Portland, Oregon.  Alfie’s success was another example of nostalgic America wanting to keep the Santa Claus legend alive for their children.

1981:                     The legend of Alfie spread to the Sunbelt states when Wal-Mart licensed Alfie as its Christmas advertising and promotion theme.  It was a PR coup, Alfie broke sales records and he revitalized the thrill of Santa’s visit in millions of households.  Alfie was licensed for a total of five years.  In the 20^th century, only Rudolph and Alfie made the Santa Claus team.

 

Following is a pictorial history of Christmas:

“The Realm of Christmas Mythology.

 

Alfie the Elf is a trademark of Pennywhistle Productions.

 ® 1980, 2006.  All rights reserved.