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Everyone wants to be happy during the holidays, but some years it’s more of a challenge than others. We are currently living through one of those times, where we desperately search for any bit of normalcy, while in the midst of distinctly abnormal events.

Americans experienced a similar situation more than 70 years ago. 1943 was the heart of World War II. It would be another year and a half before the fighting would end. Still, come Christmas time, the American people found a way celebrate.

I know this is true because I have proof. A shopping flyer put out by Western Auto Stores in 1943, advertising their Victory Christmas Sale. I was immediately drawn to the artwork of the cover, a painting of Jolly old Saint Nick, complete with a sprig of holly pinned to the brim of his hat. The bottom of the flyer shows a family eagerly giving gifts to their child. It would be a normal Christmas scene, except one of the men is dressed in a military uniform. That, and the name, Victory Christmas Sale, made this flyer stand out.

The war could not be forgotten, but it was still possible to have a Christmas celebration, even if it was different from normal years.

The flyer emphasized this sentiment on the very next page. “The spirit of Christmas should never dim! This year, as Victory nears, we have a double reason for celebration— truly a “Victory Christmas!” This Christmas sale booklet is not a complete catalog of our Christmas stocks— it merely suggests the thousands of excellent gift items, the wide selections and the values you will find at your Western Auto Store.” 

So, the pamphlet suggests that you proceed as normal with your shopping, even if the first page in the flyer is devoted to military toys for your son.

The banner headline reads: Soldiers! Tanks! Airplanes! Ships! In the corner is the drawing of a child saying: “OH BOY!” In the upper right sits a box with the headline: PLANES OF WARRING NATIONS. It says: “As they play war, they’ll learn to recognize the enemy as well as friendly planes. 10 wood cut-out silhouettes, each one about 5 1/2 inches long. Complete instructions for assembling.” Only 19 cents when the regular cost is a quarter.

You had more than planes to choose from. You could buy a fleet of four plastic Convoy Ships that really float for only 42 cents. Upgrade to a U. S. Destroyer for 98 cents. An Airplane Carrier which actually catapults planes into the air, 79 cents. A U.S. Navy Battleship, 98 cents or a Submarine for the bargain price of 15 cents! Fantastic.

Next up is “EVERYTHING FOR THE YOUNG GENERAL!” Page three represents fighting on land, sea and air. Up in the sky you can find a U.S. Flying Fortress. On the sea, a Navy PT Boat, only 98 cents. On land you could get a full Army Combat Set with three bombers, howitzer, jeep, anti-tank gun, searchlight and eight soldiers, all for 79 cents.

Need fighting men? How about a Soldier Set? You can command a whole army! 67 soldiers, five officers, tank, armored car, machine gun and two cannons. Ready to set up for battle! Also 79 cents. Or my favorite, a Coast Defense Fort. Adapted from a medieval castle, there’s plenty of action in this fort with a plane that flies, guns that shoot and a movable searchlight. Regularly priced at $1.10, the Coast Defense Fort is on sale for 98 cents. All that protection for under a dollar? What a bargain.

On page four, we leave the war behind to enjoy more conventional pursuits. EXCITING GAMES, the banner reads. Guaranteed to: “Keep Them Happy Indoors.” Prices range from 25 cents for a marble shooting game, to shelling out $1.49 for a game called Whirling Words. “Educational word building game for any number of players. Arrows indicate number of letters in word and first two letters. Players finish word to score.”

There’s also a table top bowling alley for $1.98. It looks like fun. You can also buy a couple of more bowling games, a deluxe ring toss game and a jigsaw. Through it all Santa is pulling on the cable to announce the “Bell Ringer Special!”

So far, the catalog has focused on boys, but girls are not forgotten. Next up is “Santa’s Own Doll Shop.” Here you can find dolls from Storybook Characters for 95 cents, a Mary Lou doll for $1.15, and even adorable washable stuffed animals,  regularly priced at $1.89, now only $1.39.

On the next page you can find more “Beautiful Dolls to Delight Young Hearts.” These are more expensive than the dolls on the previous page. Prices start at $1.10 for a Baby Dimple Doll and range all the way up to a whopping $9.45 for a “Little Lady.” She’s: “All dressed up for a party and just waiting for some little girl to love her! She comes as a blonde or brunette, dressed in ruffled organza, gold slippers.”

If ten bucks blows your budget, the “Bell Ringer Special” is “Enchanting Eye,” baby doll. “She’s fascinating with her big eyes that move from side to side. She goes to sleep like a real baby! Soft, cuddly body, jointed arms and legs, a head that turns, sweet baby voice. Lace trimmed organdy dress.” Regularly priced at $3.29, this baby is a bargain at $2.98! And before you turn the page the banner at the bottom reminds you to: “Buy war savings bonds and stamps here!” There was still a war on, you know.

Now it’s on to action and active toys for both boys and girls. These are toys you can actually ride on, ride in or push around. Like this Express Wagon for only $1.39.  The wagon is a: “Year-round pull toy for the toddler. Easy to turn, sturdy. 2 horse team.” Or there’s this Duck Shoofly. “Donald Duck— the children’s favorite! Keep the baby happy for hours while mother does her housework. Sturdy, takes lots of wear. Strong and safe.” Only $3.65.

Here is my favorite, the Bell Ringer Special. The Western Flyer Locomotive.” “Big enough for the children to ride! Styled after a Santa Fe streamliner with handlebars that turn front wheels. In bright red with yellow trim. Little boys and girls will love this gay, streamlined toy to ride! Safe and strong.” Regular price $1.95, now only $1.49.

Now the flyer turns its attention away from the children, because there are gifts for adults as well. Next is a two-page spread of “Lasting Gifts that He’s Sure to Like!” “Warm sweaters and jackets that fit in with every man’s idea of the best Christmas gift in the lot! Handsome styles that make him swell with pride, long-wearing styles that will “do him” several winters, colors he likes. And every one a bang-up value you can’t afford to miss!”

Prices range from $1.29 for a Boy’s Sweater Coat, up to $10.95 for a Capeskin Cossack! What’s a Capeskin Cossack,you ask? Well, it’s one of the most popular styles with the outdoor man! “It’s a sturdy all-leather, all-weather jacket! “Warm; wind resistant with quilted iridescent rayon lining. Has military cuffs and side straps are adjustable. Jacket is 26” long, has two concealed slash pockets. Attractive in British tan or Aviation tan.” The blue fedora on top of his head is pretty spiffy too.

Apparently, the store didn’t sell clothes for the ladies, but here’s some lovely dinnerware. Fire-King dinnerware. Glass cooking containers that are so versatile you can bake, serve, store and warm leftovers in the same dish. They are budget stretchers too! You can choose from an Eight Piece Server Set, a Six Piece Refrigerator Set, a Casserole, a Covered Jar, Custard Cups, a Pie Plate or a Utility Tray. All of them handy in the kitchen. You can tell because the woman in the upper right corner seems to be so thrilled to get one.

Of course, money was tight during the war, because many people allocated a portion of their budget to buy War Bonds for Victory! But there were some gifts that were still affordable.

This page is devoted to “Helpful Gift Suggestions that are really Budget Stretchers.” For dad you could get a tie for 89 cents, or a fountain pen for a dollar. For mother a glass coffee maker for $1.79, or utility stool for $2.49. Under the tree for the kiddies, a Junior Sport Set for $1.29 or a Plastic Tea Set for $1.59. There’s even a gift for Trixie the dog. A plastic leash only 19 cents!

Even the car wasn’t forgotten. Here are some gifts specifically for America’s favorite automobile. You could get a thermometer for 19 cents, a deluxe battery for $5.85 or go whole hog and put in a radio into your car for $29.95! Woo hoo!

It wouldn’t be Christmas without decorations for your home. The back cover features Twinkling Stars for the tree, only 33 cents. Colored Glass Tree Balls, a dollar. An eight-piece Christmas Village Set for 98 cents and finally a 7-Bulb, All Rubber Light Set, perfect for outdoor decorating, only $2.45.

This flyer is proof that you can have a fun, enjoyable Christmas celebration, no matter the circumstances. After all, it’s not the cost of a gift that counts, it’s the thought. The thought that someone cares enough about you to buy you something. No matter what that something is. That is what the spirit of Christmas is all about.

A spirit that lives not only inside this flyer, but within GVS. Glorious Vintage Stuff!