Tis the season to be jolly, and the jollity is best symbolized by the iconic Santa Claus. As Meena wrote this week, the legend of Santa dates back to fourth century AD. A bishop named Nicholas, in what is now modern-day Turkey, became known for his kindness and generosity to the deprived and needy. He was later canonised, and St Nicholas became one of the most popular saints in Christianity. He also became the patron saint of many European countries. Every year he was honoured during the Feast of Sint Nicholas where parents would leave gifts for their children who believed that he had paid them a visit during the night. The Dutch version of the saint rode a donkey and wore a tall pointy Bishop’s hat. On St. Nicholas Day a person dressed up as the saint went from house to house with a servant, either rewarding or punishing children depending on the work they had done. The good students got a gift meant to resemble a sack of gold, while the bad ones got lumps of coal.
The story of St Nicholas evolved over the years, with local embellishments, in different countries of Europe. In some parts of 16th and 17th century Europe, St. Nicholas was depicted as someone who handed out apples, nuts and baked goods, symbols of a bountiful harvest. In France and England, books became the gift of choice as more people became literate. Gradually, small jewellery, wine and luxury foods became gifts of choice as well.
There were similar figures and Christmas traditions in many parts of Europe. Christkind or Kris Kringle meaning ‘Christ Child’, an angel like figure who often accompanied St. Nicholas was believed to deliver presents to well-behaved Swiss and German children. In Scandinavia, a jolly elf named Jultomten was thought to deliver gifts in a sleigh drawn by goats. English legend explains that Father Christmas visits each home on Christmas Eve to fill children’s stockings with holiday treats. Père Noël is responsible for filling the shoes of French children. In Italy, there is a story of a woman called La Befana, a kindly witch who rides a broomstick down the chimneys of Italian homes to deliver toys into the stockings of lucky children.
It is only in 1664 that the legend of Saint Nicholas crossed the Atlantic, to the Dutch settlement of New Amsterdam, what is today New York City. For the next 200 years the legend of Sint Nikolas or Sinter Klaas (in adaptation) was preserved and protected by the Dutch settlers in America, along with his tradition of giving gifts.
In 1822 a poem, inspired by the Dutch legend, and originally titled A Visit From St Nicholas was published, which provided a more graphic description, (adapted to the new country and culture) of Santa Claus. The adaptation also included the pronunciation of the name in the New York accent, where Sinter Claus became Santa Claus. This poem by Clement Clark Moore, retitled as The Night Before Christmas became a classic. It is upon this, that the image of Santa as we know him today became firmly established.
To promote the tradition of gift giving, stores in America began to advertise Christmas shopping in 1820, and by the 1840s, newspapers were creating separate sections for holiday advertisements, which often featured images of the newly-popular Santa Claus. They also added to the attraction by introducing “live” Santas who would meet children and encourage them to share their “wish list’ for presents.
Santa thus found a new identity in America. In 1863 a young artist Thomas Nast was commissioned to draw a picture of Santa Claus bringing gifts to the troops fighting in the American Civil War. He drew upon Clement’s description to depict a roly-poly, white bearded, cheerful figure in red clothes, to boost the troop morale.
Perhaps the large-scale commercialization of Santa as a ‘sales agent’ began in the 1920s with Coca Cola first using the red clad Nast figure to advertise Coke. In 1931 the company commissioned an advertising agency to create special Christmas sales campaigns using the Santa image. Santa was the key figure in Coca Cola advertising up to 1964. He appeared in magazines, on billboards, and shop counters, encouraging Americans to see Coke as the solution to “a thirst for all seasons.” By the 1950s Santa Claus became a popular endorser of a wide range of consumer products.
Today Santa Claus has once more crossed the Atlantic to become a global icon of contemporary commercial culture. St. Nicolas has indeed travelled a long way from being a kindly benefactor of the needy, to the ubiquitous jolly Santa Claus selling every dream and product imaginable—while the promoters jingle all the way to the bank.
This is a good time to remind ourselves that Christmas is a season of giving, before it became a season of acquiring and owning more and more. Merry Christmas and warm greetings of the festive season.
–Mamata
Millennial Matriarchs 