Before Walmart And The Internet We Had The Sears And Montgomery Ward Christmas Wish Books

 

Montgomery Ward Christmas Catalog 1967

The first actual sign of Christmas wasn’t snow or  lights. It wasn’t even the tree. It was the sound of something heavy hitting the kitchen table.

 

You knew that sound.

 

You came running from the living room or outside. From wherever you were. Because if you didn’t grab it first, your brother or sister would.

 

The Christmas Wish Book had arrived.

 

Sears. Montgomery Ward. Sometimes both, if the timing lined up just right. And when they showed up, the entire house changed.

 

Christmas had officially started.

 

You didn’t ease into those catalogs. You dove in headfirst. Spread it out. Flip fast at first, almost frantic, like you were afraid it might disappear. Then slow it down. Because now you were looking. Really looking.

 

Page by page, the world opened up.

Christmas Eve At The Iowa Training School For Boys At Eldora

 

The Elves with Santa Claus and Jack Frost

The Des Moines Register said Christmas Eve 1919 rang with shouts of glee and merry-making at the Iowa Training School for Boys in Eldora.

 

The big hall was dressed with fir trees, tinsel, and lights, while the boys presented a Christmas cantata in the chapel.

 

Every boy had a part. Some played girls’ roles as Sunburst Fairies. One was Jack Frost. Another was Santa Claus. Six were elves. Others appeared as Dream Men. The school orchestra supplied the music.

The Sunburst Fairies

Howard Johnson played Santa Claus. Francis Donahue was Jack Frost, and Emil Greiner starred as the Fairy Queen.

 

The elves were James Frame, Forest Lake, Charles Shay, Leon Lynch, Donald Munson, and Leroy Stanley.

 

The Sunburst Fairies were Edward Hansen, Tom Pasmar, William Arnett, James Shay, and Cecil Snodgrass.

Silent Nights, Gunshots, and Midnight Beliefs: Iowa’s Real Christmas History

Iowa didn’t invent a cute Christmas. It inherited a serious one.

 Before blinking lights and inflatable Santas, Christmas here was shaped by immigrants who brought their old customs intact, farmers who lived by weather and daylight, and towns that treated winter as something to endure rather than decorate. The result was something quiet, loud, watchful, and sometimes unsettling.

 

This isn’t folklore stitched together after the fact. These were actual practices Iowans followed, genuine beliefs they held, and real things newspapers felt compelled to comment on — sometimes approvingly, sometimes with irritation.

 

If you want to understand Christmas in Iowa, drop the soundtrack and listen harder.

Krampus: The Christmas Monster Iowa Didn't Want

Krampus approaching a small Mississippi River town

Krampus had a very clear role in the old world, and it wasn’t subtle.

In the Alpine parts of Europe—Austria, Bavaria, and a few neighboring regions—Christmas came with rules. Saint Nicholas rewarded good kids. Krampus handled the rest. He was hairy, horned, loud, and carried chains and sticks because apparently subtle parenting hadn’t been invented yet. If children behaved, great. If not, there was a half-goat demon lurking nearby to remind them consequences were real.

Krampusnacht wasn’t a cozy night with cocoa. It was grown men in terrifying masks running through the streets, clanging chains, and scaring everyone within range. Kids were meant to be afraid. Adults were meant to remember that winter was dangerous, life was fragile, and order mattered. It made sense in mountain villages, where darkness came early and folklore was taken seriously.

Then Christmas crossed the ocean.

Bringing Christmas Home: How Evergreen Trees Came to Iowa

Christmas trees weren’t a big deal on the Iowa frontier. Not at first, anyway.

For many early settlers, Christmas was quiet. Sometimes it meant church. Sometimes, nothing at all. Winter was hard. Money was tight. There was wood to cut, animals to feed, and snow to shovel. Decorating a tree wasn’t high on the list.

 

The truth was, a lot of early Iowans didn’t know what a Christmas tree was. One widely reprinted explanation in American newspapers during the 1850s tried to spell it out plainly, calling it “a German custom, recently introduced into this country, and designed chiefly for the delight of children.”

 

The idea came west with German immigrants in the 1830s and 1840s, in places like Dubuque, Davenport, and Burlington. Back home, they’d grown up with evergreen trees brought indoors and lit with candles. When they did the same thing in Iowa, their neighbors didn’t know what to think.

Knecht Ruprecht Santa's Not So Nice Helper

Knecht Ruprecht didn’t come to Iowa breathing fire or dragging chains. He came the way most serious ideas do, riding along in a trunk with winter coats and hymnals, carried by people who expected children to behave and winters to mean business.

German immigrants brought St. Nicholas with them. They also brought the understanding that December wasn’t just about treats. It was about judgment. Somewhere in the old country, St. Nicholas had a helper whose job was to remember the bad stuff. His name was Knecht Ruprecht.

In Iowa, the name didn’t stick, but the job did.

Old Iowa newspapers talk about St. Nicholas visiting schools and churches. Kids lined up in their good clothes. Songs were sung. Candy was handed out. Then, tucked into those cheerful little reports, something uncomfortable crept in. A rod. A switch. A warning that not every child would be pleased with the visit.