The 20th Century: The Parade of Sponsors
- In the middle of the 20th century, Thanksgiving parades drew crowds in most major cities and in some of the smaller towns too. Many were sponsored by local or national retailers. Back in the day, that meant mostly department stores.
- By attaching their names to the most visible events on the preholiday calendar, department stores reminded their customers that they were open for business in the coming holiday shopping season.
- Over time, Thanksgiving parades came to mark the unofficial start of that season.
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