In 1939, President Franklin D. Roosevelt made a controversial decision to move Thanksgiving a week earlier, aiming to extend the Christmas shopping season. This shift was met with significant political division, as approximately half of the nation’s governors chose to adopt the new date, while the others opted to retain the traditional Thanksgiving observance on the last Thursday of November.
The motivation behind the change stemmed from complaints from retailers who believed the customary date shortened the shopping time available before Christmas, negatively affecting their sales. Consequently, Roosevelt designated November 23 as Thanksgiving, leading to varying responses across the country. In Erie, Pennsylvania, the local newspapers bore witness to this mixed sentiment. The Erie Daily Times observed that the announcement was unlikely to affect many citizens, while the Erie Dispatch Herald highlighted that the date change became a common topic of discussion, generating a largely negative response. Critics voiced their frustrations, suggesting the decision could negatively impact upcoming football games and other community traditions.
Despite the optimism of retailers who launched promotions urging consumers to start their Christmas shopping early, the anticipated sales boost did not materialize. A U.S. Commerce Department study later indicated that the earlier Thanksgiving did not significantly enhance retail sales as hoped. As a result, in 1941, Congress passed legislation officially designating Thanksgiving as the fourth Thursday in November, thus putting an end to the contentious debate sparked by Roosevelt’s proclamation.
Since then, the significance of the Thanksgiving shopping period has evolved. According to Katherine Cullen of the National Retail Federation, holiday sales now represent only about 20% of stores’ annual earnings, with an even higher percentage for toy and hobby retailers. The shopping season has expanded, with many consumers now starting their holiday purchases as early as Halloween. This shift aligns with historical concerns expressed by religious leaders like the Rev. Dr. Ralph McAfee, who lamented the commercialization of Thanksgiving, emphasizing it as a day of gratitude rather than merely a prelude to Christmas consumerism.
As we reflect on these historical events, it is evident that traditions evolve, and the way society celebrates and approaches holidays may change over time. While the division over Thanksgiving’s date caused a stir in 1939, it also paved the way for a more unified approach in subsequent years, allowing families to enjoy the holiday without the complications of political contention.