Time Travel to an Alhambra Christmas Long, Long Ago

By Joyce Amaro, Alhambra Historical Society

“No need for you to be worn out by holiday preparations if you make good use of your telephone.” Sounds like a present-day holiday ad for a cell phone company, right? In reality, this was the opening line of an advertisement from the Pacific Telephone and Telegraph Company from an Alhambra newspaper more than a century ago.

Grab a mug of eggnog and time travel to the early 20th century to learn more about the holiday season in 1911 Alhambra—the Alhambra Historical Society recently uncovered a Christmas Advertising Supplement from the December 15, 1911 issue of The Alhambran-Advocate Details from some of the delightful holiday ads are below.

The advertising supplement (pictured) features a stunning full-color front page lithograph of a jolly St. Nick, jauntily lounging in what looks like a toy-laden dirigible airship sailing through a clear, moonlit night. Santa tosses toys to eager children waiting below in a snowy town. Upon seeing this full-page cover, you can almost imagine perplexed Alhambra children and parents asking, “Why is Santa in a dirigible? And what happened to his reindeer?”

The promotions inside the Christmas supplement include advertisements for several local department stores. S. J. Pohls Department Store boasts “Sensible Xmas Gifts” like blankets, rugs, and desks.

An advertisement for G.O. Johnson’s Department Store, located at 12 North Garfield Ave., features the less-than-creative tagline “Here We Are” but goes on to state that the store features a “fine line of Holiday Novelties” that includes dolls, toys, games, and books. The advertisements for both department stores assure harried holiday shoppers that their stores are open in the evenings.

Other establishments use Santa humor in their 1911 Christmas ads. Alhambra’s Original Garage jokingly quips, “If the old man fails to call on you, telephone us, and we will send Santa around, as he is working nights in our repair shop.” Again, imagine parents in 1911 trying to explain to their young children why Santa Claus was working nights at an Alhambra garage.

Reading these advertisements from 1911, Alhambra was a very different town than the one we call home today. In the early 20th century, Alhambra’s population was just over 5,000. Census data from 2020 recorded 82,000 residents living in Alhambra. In 1911, printed newspapers were the primary source of news for Americans. Today, the internet and social media are where we get our information. In 1911, kiddos dreamt of receiving dolls, toy soldiers, games, and books. In 2023, children dream of video games and cell phones as holiday gifts.

And, while it’s true that many things have changed, some aspects of the holidays remain the same. Last-minute shoppers will continue to find their favorite stores open well into the night on Christmas Eve. Parents will create holiday magic around Santa and his latenight flight.

And, more than a century later, the Pacific Telephone and Telegraph Company will be pleased to learn that we’re still making excellent use of our phones during the holidays. Although, they’d be stunned at how we use phones — and apps — in 2023. Santa’s “helper” Amazon will deliver everyone’s gifts, and Canva can create e-vites for a holiday party — all while you sip a cup of peppermint tea. After all, there’s no need to be worn out by holiday preparations if you make good use of your telephone.

From all of us at the Alhambra Historical Society, we wish you and yours a very happy holiday season!

The Alhambra Historical Society Museum is open the first and third Saturdays of each month between 1:00 p.m. and 4:00 p.m. For more Alhambra history, follow @alhambrahistory on Instagram.