For generations of Reading, Pennsylvania residents, the Christmas season didn’t officially begin with the first snowfall or the first carol on the radio. It began with Pomeroy’s. Standing majestically at the corner of Sixth and Penn Streets, the department store was more than just a place to shop; it was the heart of the city’s holiday traditions, a wonderland of twinkling lights, enchanting displays, and cherished family memories. The store transformed into a destination that captured the pure magic of Christmas.
Christmas at Pomeroy’s
The Grand Arrival of Santa
The anticipation began with the annual Reading Christmas Parade, held the Saturday before Thanksgiving. The entire city would line the streets, but the grand finale was always at Pomeroy’s. In a spectacle that delighted thousands, the parade would conclude at the department store, where Santa Claus himself would climb a fire truck’s ladder, waving to the cheering crowds below before disappearing into a window of the sixth-floor Toyland. This dramatic entrance signaled to every child in Berks County that the season of magic had officially arrived. Reading was an absolutely glorious place. Two weeks before Christmas, the sidewalks were so full that you had to walk in the street.
Christmas shopping in Reading
Christmas shopping in Reading
The Legendary Sixth-Floor Toyland
The true wonderland was found on the sixth floor. For most of the year, this level was a simple storage area, but after Thanksgiving, it was transformed into a paradise for children. Pomeroy’s Toyland was an immersive experience designed to dazzle and delight.
- A World of Attractions: The floor was filled with mechanized rides, including a merry-go-round and pony rides. The air was thick with the sweet smells of popcorn, hot dogs, and cotton candy.
- Masterful Displays: Employees began working on the animated figures and displays as early as July, ensuring every detail was perfect. Master puppeteers Jim and John Luft were brought in to create the captivating Christmas window displays, which became a spectacle in their own right. Everybody was dying to see what they’d come up with for Christmas.
- The Fish Pond: A beloved tradition was the “Fish Pond,” where children could cast a line and “fish” for a surprise gift, adding an element of interactive fun to their visit.
- A Visit with Santa: Of course, the main event was the “requisite chat with Santa.” Children would line up for their chance to sit on his lap, share their Christmas wishes, and have a picture taken to commemorate the moment
Sixth-Floor Toyland
A Festive Atmosphere Throughout the Store
The Christmas spirit wasn’t confined to Toyland. The entire building radiated holiday cheer. An article from the Reading Eagle in 1908 described the scene on the main sales floor: “long aisles were arched with holly and hung with red Christmas bells. There were beautiful articles upon every counter.” For many years, a live Christmas tree was placed in the grand stairway near the Sixth Street entrance, though this tradition tragically ended after a fire.
The elaborate window displays facing Penn Street were a major attraction for downtown visitors. Each week brought a new theme, showcasing everything from the latest toys to elegant furniture, all set against a festive backdrop that drew crowds to the sidewalks day and night.
The End of an Era: Pomeroy’s Final Christmas
As shopping habits shifted towards suburban malls, the bustling downtown scene of yesteryear began to fade. The downtown Reading Pomeroy’s celebrated its final Christmas in 1984. The contrast with its glory days was stark and poignant.
The store closed its doors for good in March 1985. On its final day, the Reading Eagle captured the sentiment of the community, calling the store “the macabre remnants of a once-thriving store… and the empty innards of a downtown landmark that, in its early days, was the pinnacle of the city.”
Though the building is gone, the memories of Christmas at Pomeroy’s remain vivid for those who experienced it. It was a place where generations of families made traditions, and where the magic of the season was palpable.
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