Christmas Window Displays
2015.3.2658: Window display at U-Need Grocery, 1410 Washington Street in Manitowoc, 1952
Christmas window displays remain one of the most talked about and fondly remembered aspects of a great department store. In the late fall, stores with big first floor windows would be covered to conceal the work going on behind them. The beautiful windows would be unveiled on Thanksgiving morning at many department stores, including some of the iconic spots in Manitowoc County’s downtown areas. Entire families would come to see the Christmas magic that would unfold behind the window glass.
In downtown Manitowoc, the former O. Torrison building on North 8th Street was home to many noteworthy holiday displays. Known as Henderson Hoyt Co., Boston Store, Johnson Hills, and the Mart, the corner window featured one of the highlighted Christmas displays each year.
Leo Chadek was a long-time display manager for the store. Over his career, he won many national awards for his displays including 3rd prize from the Earnshaw Knitting Company (Newton, MA), makers of Vanta Baby Garments in 1934. The prize was $15. Additional awards came from Phoenix Hosiery Company and Quaker Lace Company in 1935, and Corning Glass Works for a Pyrex display in 1937.
The windows were decorated throughout the year, announcing the popular items, fashions, and merchandise of the season. In spring, Johnston Hills even had live bird displays. Chadek knew a woman in Two Rivers who bred and sold parakeets and he would display the colorful live birds in cages throughout the store.
During World War II, holiday window displays promoted the sales of War Bonds and stamps. Although there were no mechanical Christmas displays during these years, the windows were filled with toys and beautiful things that made great Christmas gifts. Phenomenal Christmas window displays, in all their mechanical and colorful glory, made their return following the war.
As shopping trends changed, Mid-Cities Mall, which was named for its location between Manitowoc and Two Rivers, opened its doors in the late 1960s. Anchored by JC Penney and Montgomery Ward, the mall had 20 shops and was the area’s first enclosed multistore shopping complex. In November 1967, Santa arrived at Montgomery Ward by helicopter and greeted children with free candy and balloons. Upon his arrival, Santa promised the youth of Manitowoc that he would stay in the City until he needed to leave to make his rounds on Christmas Eve.
Mechanical displays could also be found at Mid-Cites Mall and Edgewater Plaza, located next door. H.C. Prange, an anchor satellite store in Edgewater Plaza, was known for its Christmas decorations featuring vignettes of animated forest animals that "cooked" meals and ice skated, along with Santa’s workshop where elves work to fill Santa’s sleigh. Toys were also collected at both malls to share with children in need of Christmas cheer.