The New York Times ran a short article on page 15 of its Friday, November 28, 1924, issue: “Greet Santa Claus as ‘King of Kiddies’.” Police estimated that at 9:00 in the morning on Thanksgiving Day, about 10,000 people had jammed 34th Street between Sixth and Sevenths Avenues in Manhattan to watch a parade sponsored by Macy’s, one of the city’s big department stores.
The event had been designed to celebrate the opening of Macy’s new store at 34th near Seventh Avenue, but much of the crowd, made up of small children, were there to catch a glimpse of the big man of the holiday season: Santa Claus.
“Santa came in state,” the article reported. “The float upon which he rode was in the form of a sled driven by reindeer over a mountain of ice. Preceding him were men dressed like the knights of old, their spears shining in the sunlight.”

The parade, populated with clowns, animals, marching bands, and floats, began at Convent Avenue and 145th Street and attracted audiences standing some four or five deep along the walk. It concluded at noon at the entrance of the new Macy’s, with Santa’s new nickname, “King of the Kiddies,” lit up on the store’s marquee. “When Santa seated himself on the throne he sounded his trumpet, which was the signal for the unveiling of the store’s Christmas window, showing the ‘Fairy Frolics of Wondertown,’ designed and executed by [puppeteer] Tony Sarg. The police lines gave way and with a rush the enormous crowd flocked to the windows to see Mother Goose characters as marionettes.”

This was, of course, the first Macy’s Thanksgiving Day parade. It has since been immortalized by the 1947 movie Miracle on 34th Street and has been shown on network television since 1948. I’m a big fan of Miracle on 34th Street but not of parades. They don’t hold my attention for more than a few minutes.
But as I cruised through the internet yesterday, an article with a headline about the first Macy’s parade taking place in 1924 did catch my attention.
I immediately wondered if Jane Grant watched any of the parade. She worked on the New York Times city desk in 1924, after logging in some years in the society department, so it would have been within her purview. (And she enjoyed the many fine retail establishments the city had to offer.)
Macy’s advertised in the Times for what was originally called its Christmas parade and placed a full-page ad that ran the day before the event, encouraging “Everybody Be On Hand!” The newspaper ran a brief, two-paragraph article, “Santa to Lead a Parade,” that day, too. A smaller ad appeared on the day of the parade. The day after, the store published a “thank-you” ad and announced this would become an annual event. “We advise you now to make no other engagement for the morning of Thanksgiving Day, 1925.”

But if Jane did not cover the parade, she may not have taken the time to watch it. During the fall of 1924 she was stretched thin. In addition to her full-time job at the Times, she had been writing articles and stories for other publications to boost her income. She and her husband Harold Ross needed the money because, in addition to everything else, Jane was working at all hours that fall with Ross to get the first issue of The New Yorker magazine ready for publication.
That would happen in February 1925. And like the Macy’s Thanksgiving Day parade, The New Yorker has thrived into the 21st century.
Wishing you all a peaceful start to the holiday season.





















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