1939 - Retail, Trade

Retail, Trade

Americans celebrate Thanksgiving Day November 23—the fourth Thursday in the month rather than the last as it has been for 75 years (see 1863). Retailers have hoped that Christmas shoppers would give them a boost; they are dismayed to see that November this year has five Thursdays and fear that a shortened holiday shopping season could cost them heavily. Federated Department Stores chief Fred Lazarus Jr. of the National Retail Dry Goods Association (NRDGA) has persuaded President Roosevelt that a longer season will help the economy; Roosevelt issues a proclamation making November 23 Thanksgiving Day; 23 states go along with the idea, Massachusetts governor Leverett Saltonstall balks, another 22 states stick with November 30, Colorado and Texas celebrate both days. The NRDGA will find little difference between sales in states that observe Thanksgiving early or late, and FDR will quietly return the holiday to November's last Thursday in 1942.