For those of a certain age, the start of a new school year and Christmas bring thoughts of Beach's. Was there any place better? Well, maybe FAO Schwartz in New York, but what did Algoma kids in the '40s, '50s and '60s know about the big retailer unless they happened to see a catalogue?
To stop at Beach's on the first day of school meant, "School's out, school's out. Teacher left the monkeys out!" It also meant that kids were lined up along the store's south wall checking out needed pencils, pens, ink, erasers, rulers and more. Bulk candy cases lined part of the north wall and for those kids who took good care of last year's leftover supplies, there was money left to spend on Ju-Jus, licorice, maple drops, chocolate covered raisins and more. Kids who earned their school supply money picking beans at 2 or 3 cents a pound knew how long they picked for that 10 cent bottle of ink or the 3 cent eraser. Better to buy 10 cents worth of candy than ink.
There were stops at Beach's any time anybody had a few cents to spend, always at the candy counter. But then it was Thanksgiving and kids had to start hoarding those few cents. Even though school kids made gifts their parents for Christmas, everybody wanted to make a purchase that was wrapped in Christmas paper. Then it was a walk to the rear of the store where the handkerchiefs, dish towels, measuring spoons, pot holders and dishes were. So was the Blue Waltz, the perfume of the day that came in a big bottle. Mothers stressed the importance of useful, practical gifts while praying that Beach's ran out of it before her son or daughter got there. For more than a few, their prayers went unanswered!
Beach's basement was where it was really at. Before Christmas it was filled with the best toys, dolls and doll clothes, books, wagons, skates, cut-out books, coloring books, doll dishes, trucks, tractors and all the things important to kids over 50 years ago. The basement was where kids prayed their wishes would come true. Sometimes those prayers went unanswered too.
Everybody got pajamas, socks, underwear and maybe a dress, sweater or pants. Gifts were practical. Following World War ll, few had the money for extravagance and extravagance was anything not really necessary. The wooden soldier in FAO Schwartz stands tall observing children passing by with stars in their eyes. Those of a certain age return to Algoma to visit family and friends, driving down 4th, casting an eye toward the old Beach's. For some, rather than stars, a tear or two trickles down the cheek. The kids of the '40s, '50s and '60s see the passage of time and wonder where it all went.
The photo of Beach's was taken from the Commercial History of Algoma, Wisconsin, c. 2006, and used with permission.
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