1939: The Year Thanksgiving Was a Partisan Battle
I found this Wall Street Journal column from a couple of years ago and thought it detailed well an interesting historical episode:
In 1939, FDR decided to move Thanksgiving Day forward by a week. Rather than take place on its traditional date, the last Thursday of November, he decreed that the annual holiday would instead be celebrated a week earlier.
The reason was economic. There were five Thursdays in November that year, which meant that Thanksgiving would fall on the 30th. That left just 20 shopping days till Christmas. By moving the holiday up a week to Nov. 23, the president hoped to give the economy a lift by allowing shoppers more time to make their purchases and—so his theory went—spend more money.
…Roosevelt might as well have commanded that roast beef henceforth would replace turkey as the star of the holiday meal, or that cranberries would be banned from the Thanksgiving table. The president badly misread public opinion. His announcement was front-page news the next day, and the public outcry was swift and loud.
…It wasn’t long before people started referring to Nov. 30 as the “Republican Thanksgiving” and Nov. 23 as the “Democratic Thanksgiving” or “Franksgiving.”
Public sentiment ran heavily against Roosevelt’s plan. Ten days after the president’s announcement, Gallup published the results of a national poll finding that 62% of Americans surveyed disapproved of the date change. By the time November arrived, the 48 states were nearly evenly divided. Twenty-three decided to stick with the old Thanksgiving, and 22 decided to adopt FDR’s date—Texas, Mississippi and Colorado said they would celebrate on both days.
For the next two years, Roosevelt continued to move up the date of Thanksgiving, and more states resigned themselves to celebrating early. By 1941, however, the facts turned against Roosevelt.
By then, retailers had two years of experience with the early Thanksgiving, and data were available regarding the 1939 and 1940 Christmas shopping seasons. In mid-March 1941, The Wall Street Journal reported the results of a survey done in New York City. The Journal‘s headline put it succinctly: “Early Thanksgiving Not Worth Extra Turkey or Doll.” Only 37% of stores surveyed favored the early date. In Washington, the federal government reported that the early Thanksgiving resulted in no boost to retail sales.
And so, on May 20, 1941, FDR called a press conference at the White House and announced that he was changing Thanksgiving Day back to its traditional date. The early Thanksgiving had been an “experiment,” he said, and the experiment failed. It was too late to move the 1941 Thanksgiving back to the traditional date, but in 1942 Thanksgiving would revert to the last Thursday of the month. This was “the first time any New Deal experiment was voluntarily abandoned,” a Washington Post columnist wrote.
