At Christmas time, large department stores would mount displays of the most beautiful toys and sumptuous gifts in their windows and inside the store to give to those nearest and dearest. These beautiful shop windows were a definite attraction for passers-by and always aroused vivid emotions and daydreams.
Some proprietors, more daring than their competitors, went so far as to organize costly and very elaborate events to curry the favour of consumers. Spectacular Santa Claus parades through the streets of Montreal and later those of Quebec City proved to be one of the most compelling examples. Another equally effective strategy was to suggest to customers that they do their catalogue shopping when it suited them.