Herald Records Holiday Memories For 120 Years
The town is putting on a show for Christmas just as it has through the years. The local civic organizations have always made sure that the Railroad Park Pavilion – at one time just called the bandstand – had a colorful holiday look and feel. These decorations were put up by the Town and Country Garden Club.
The Ernest Shelton family can’t wait to dig in to that tasty looking turkey on the Dixie Poultry float in the 1961 Parade. The entry won in the commercial category.
The WVHS Homecoming Court (from left) Elizabeth Shields, Queen Sandy Loper, Gloria Joy, Tisha Covington, Amy Fernandez, Sandra Benson, and Dawn Dickey rode in the 1985 Christmas Parade.
The Coffeeville HS Band marched in the 1985 Water Valley Parade.
Looking northwest in 1990 just after the “new” decorations were put up.
Linda Bailey got all dressed up as a box for the 1986 Parade. She was marching with the WVHS Home Economics Related Occupations (HERO) Club.
Bennie Appleton clown-ed around during an early 60’s parade.
In the 1985 Christmas Parade, Holley Personnel Manager Everett Taylor was “conductor” of this train.
The Southern Stompers (above) clogged down the street in the 1992 Parade.
By Jack Gurner
Reporter
WATER VALLEY – Christmas in Water Valley is a very special time of the year and the North Mississippi Herald has been a big part of the holidays for over 120 years.
The old issues of the Herald are filled with memories that provide a glimpse into our past. Looking back 80 years, the Great Depression had a grip on the whole world in 1930. But, folks in the Valley still found ways to celebrate Christmas and remember the reason for the season.
Several columns of letters to Santa appear in the Nov. 28, 1930 edition and many of the names are familiar. Bennett Hill, Jr. was in the second grade and he wanted a bicycle. He also wanted Santa to remember his three brothers and the little orphan children.
Jack Thompson wanted a tricycle and a fire truck. “That will be all for this Christmas,” he added. Ida Sue Elliott asked for a big doll, set of dishes and doll buggy. “I think I have been good all the year,” she said.
Wayland Dean Hill was six and wanted a tricycle, some apples, oranges and fireworks. He asked Santa to remember everybody. Among the others writing the jolly gent were Clifford Craven, Martha Starr Johnsey, Jack Dempsey Johnsey, Erline Carter, Markley Trusty, Elmo Bagguley, L. C. Stewart, William Camp, Theo and Cleo Hughes, Jim Oakley, John Wesley Simmons, and Alice Barber.
The downtown “White Way” streetlights were installed and began operation on Dec. 20. The lights were a Christmas present to the citizens and the last of several improvements made by the City administration under Mayor Hamner.
But, there always has to be someone to throw a little dose of reality when everyone is having holiday fun. Sheriff C. T. Doyle reminded citizens right before Christmas that taxes were coming up and his office would be receiving payments via bank exchange, money order, or legal tender…no checks.
Wagners’ was celebrating their 64th anniversary with a big sale on gift items like neckties for 50 cents to go with their suits that ranged in price from $9 to the “high grade” model for $18.45. For the ladies, Wagners’ offered hats ranging in price from $1.35 to $2.75. Shoes were $1.89 to $2.95.
Moving ahead a decade to 1940, the depression had ended. But, the threat of war hung over the world. In the Nov. 28, 1940 issue, the Herald reported that Water Valley had gotten it first call for the Draft. Three people were to be taken Dec. 9 and four more Dec. 13.
However, the Christmas season was getting underway with a two-page ad for McLarty’s “Christmas Carnival” starting Dec. 6. Just up the street McCullar Suratt Co. was offering ladies hose for 79 and 98 cents. Their ad had Santa winking at a young lady showing off her new stockings.
The Herald offered 50 Christmas cards for $1 in the Dec. 12 issue along with an editorial praising the band stand decorations. Editor Jack Dale congratulated Andrew Berry of the “electricity” department and the garden club for their work.
Herald “Here, There and Everywhere” columnist Dudley Wagner wrote that Christmas had slipped up on him. He hadn’t gotten the Christmas spirit until he walked down Main Street over the weekend and it was jammed with people. The next week on Christmas Eve he reprinted “The Night Before Christmas” in his column and explained its origins.
Santa got letters from Billy Wayne Ashmore, Lela Mae Henderson, Huston Kade Goodwin, W. K. Crowell, Kenneth Mixon, Merle Williams, Bobby Frank Wilbourne, Alvie White, Jean Potts, and Oakland siblings Bobby, Jackie, Johnnie, and Fred Black.
The decade of the 1950s saw prosperity in America and the Herald’s advertisers began offering Christmas items in November. More toys were being offered for the little boomer generation. Dolls were available in the dollar range. But, an expensive “life size” baby doll that actually cried cost $4.98.
Parker’s offered a sports set with a baseball, football, basketball and whistle for $2.98. A silver coated tea set was $1.98 and a baby grand piano for $2.98 with black keys that worked instead of being painted on.
The front of the Herald’s Christmas Greeting section was printed in red and blue, a much more difficult process back then. The inside pages were printed in just blue ink and included greetings from businesses such as Vallie M. Edwards Grocery, Walker’s Barber Shop, Carter’s Service Station, M. B. Groves Barber Shop, Cold Storage and Marketing Center, Peoples Wholesale, Rice-Stix, and the Grand Theater.
Church services for Christmas were listed on the front page and inside shoppers were treated to food prices like turkey and ham for $.53 a pound.
Little five-year-old Larry Gean asked Santa for a bike and lots of fruit and candy. Larry noted that he had been a good boy, “I think.”
Soaring Into The Sixties
Half a century ago, Water Valley and the world had entered the soaring 60’s. The Herald reported that thirteen floats had already been entered in the annual Christmas Parade to be held Dec. 9.
Parker’s Ben Franklin ran an ad that Santa would be arriving at the store Nov. 25 and would make his headquarters there for the holiday season. The electric department announced they would again be sponsoring the annual lighting contest. Some of the prizes were an electric razor, electric hedge trimmer, electric drink mixer, electric can opener and several other electric appliances.
The downtown bandstand was pictured on the front of the Dec. 8 Herald decorated with a large organ and stained glass windows flanked by choirboys. The Herald’s Christmas greeting section was still being printed in blue and included photos of local homes decorated for the season.
Inside the section was the high school newspaper, The Yellow Jacket,that included a thank you message from the students to the people of Water Valley for voting to build a new school.
Youngsters writing to Santa included Joe Pullen, Willie Pullen, Mike Wells, Becky Reid, Linda Coleman, Nolen Keel, Jr., Lou Ann Reed, and Al Reed, who promised to leave Saint Nick a piece of cake.
Peoples Wholesale had turkey at $.55 per pound and hams for $.59. That wasn’t much more than ten years earlier.
In December of 1970 the Water Valley Jaycees and Chamber of Commerce were holding their four-day “Wonderful World of Christmas” promotion downtown and the electric department was once again going to sponsor the lighting contest.
The Herald from Dec. 3 was filled with photos of local folks looking for gifts in the downtown stores. Later in the month, the Christmas Eve issue pictured some of the winners from the lighting contest.
Mr. and Mrs. Don Holloway took first place in overall house front; Mr. and Mrs. Herman Smith won first in picture window; Mr. and Mrs. L. A. Jones placed first for their inside tree; the Herman White home was first in doorway; Mrs. E. L. McVey was first place winner for her window; and Mr. and Mrs. Paul Williams won first for outside tree.
Some of the local youngsters writing to Santa included Ann Redwine, Sherry Dunn, Hoyt Stone, Carol Elllis, Patricia Smith, Dorothy Johnson, Michelle Rockette, Russell Gaston, and Roy Lee Alexander.
Thirty years ago, in 1980 the Herald ran a story about the Lions Club preparing to distribute Christmas food baskets. A four-page ad section listed local businesses participating in the holiday promotion. Among the merchants were Sartain’s Home and Auto, Pruett’s Early Bird Donut Shoppe, Turnages Drug Store, Stubbs, Western Auto, Shields Shoe Shop, Cook’s Store, Red Barn Restaurant, Herring’s Ace Hardware, Ray’s, and B&M Building Supply.
Larson’s Big Star had turkeys for $.77 per pound and hams for $.98. Even the Herald had a Christmas special offering a year’s subscription for $7 per year.
Local youngsters were still writing to Santa in hope of getting everything they wanted and most promised to be good. Among them were Michelle Ross, Patsy Lynn Camp, Mark Goodwin, Shana Phillips, Linda Covington, Dee Ann Cox and sister Callie, Chris Turner, Hope Moorman, Sherman Demond Gooch, Eddie Magee, Kathy Walls, Stewart Spence, Scott Person, Lance Humphreys, Trea Higdon, Brian Patton, Wayne Hendricks, Aduba Hervey, Dianne Walton, John Bardo, and Adam Sullivan.
Santa visited the First Presbyterian Church Christmas Party and the Herald had photos to prove it. Young Bennett Crow was shown pointing to the tree while Lloyd Lee Caulfield was busy digging out goodies from his present. Cinnamon Foster was checking out Santa’s credentials before giving him her Christmas order.
In 1990 Water Valley got an early Christmas present when the Blue Devils became state 3A champs on Dec. 7.
The Chamber of Commerce was offering $300 in Savings Bonds as prizes in the Light Up The Valley decorating contest. The contest was part of the effort to put up new decorations downtown, which was accomplished by donations to the Christmas Decorating Fund.
There didn’t seem to be as many Santa letters in 1990, but local kids Corey, Jennifer and Christina Combs were among those who did write. The jolly gent also heard from Lacey Harris, Desiree Dickey, Shonda Thomas, Mirocus Rockett, Orlando Hall, Malerie Gooch, and Michelle White.
In 2000 Water Valley prepared for a new millennium. The “Home For Christmas” parade was held Monday, Dec. 4 with a performance of the First Baptist Handbell Choir before the parade.
The Compassion Food Pantry was featured in the Herald preparing to provide food for the area’s needy families. Also, featured in the Herald’s greeting section were a number of elaborate floats from the parade. Santa came to town riding in the chimney of a house on a float provided by George’s Garage.
Bethel Baptist Church Youth presented “Star Journey” on Sunday Dec. 17 directed by Cheryl Harris and Katherine Jones. The Postal Service gave prizes to Kindergarten Christmas Coloring Contest winners Avery Larson, Michanda Jefferson, Sam Grove, and Hope Stirrup.
The faces may have changed, but the traditions of Christmas as presented in the pages of the Herald have managed to withstand the passing of time.
