On November 16, 1950, the city’s tallest elevator—at seven stories—debuted at the Robinson’s department store in Downtown LA. According to the Los Angeles Times, thousands of people lined the street in front of the store to view windows that told the story of “The Littlest Angel” by Charles Tazewell. “So large was the crowd, that for a time traffic was slowed almost to a standstill in the vicinity of the store,” the Times reported.
Those lucky enough to muscle their way inside to the main floor found vested boy choristers singing carols as a pageant of fashions featuring 50 models played out on a dozen stages. At the “Crystal Aisle of Gifts” on the sixth floor, “gift secretaries wearing uniform dresses of vivid chartreuse accented with corsages of holly” aided shoppers. But the biggest draw was Saint Nicholas, who “received his own special domain on the fifth floor.”
Now the year is 2019 and most shopping malls sit empty, while once-mighty retailers like Sears and Barney’s shutter stores with reckless abandon. It wasn’t always this way. Long before Amazon Prime, residents of Los Angeles, and the United States at large, spent countless tired hours during the holiday season pushing through crowded department stores searching for gifts and the occasional bargain. There were also luxurious holiday experiences to be had.
One of the fastest-growing cities on the West Coast in the 20th century heyday of the department store, Los Angeles was home to legions of towering shopping complexes that competed fiercely for customers, particularly during the last weeks of the year.
As early as 1908, the LA Times was reporting on the December crush of shoppers in the Downtown retail district: “Broadway, Spring Street and all the other thoroughfares on which holiday goods are sold surged with the mob that was scrambling to fill stockings; the big stores were jammed.”
Stores like Bullock’s, Coulter’s, Robinson’s, and May Co. attracted flocks of holiday shoppers with elaborate window displays, towering Christmas trees, and the chance to speak to jolly Old Saint Nick himself. It was a tradition that would carry on through the 1980s.
“Christmas was mind-blowing,” author and historian Julia Bricklin recalls of the Bullock’s in Torrance. “Carolers everywhere, Santa Claus, white lights and decorations, the exquisite free wrapping rooms, and free (I think) hot chocolate at the various eating rooms.” (Read more.)
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