Your attention is hereby respectfully called to the fact that the introduction about the premises of Christmas green, harvest specimens and other inflammable materials, such as cotton, to represent snow, and the like, and the use of moving picture machines, introduces additional hazard not contemplated by the underwriters in issuing policies of indemnity covering the usual fire hazard.
So many disastrous fires had occurred as a result of Christmas decorations — not only in retail stores where festive spectacles were common, but also in houses, churches and public buildings — that “the practical prohibition of this class of display is deemed necessary.”
Department store windows, resplendent with the illuminated joy of the holidays? Prohibited. Church transepts swelling with Scotch pine and Douglas fir? Banned. Halls decked with boughs of holly? Forbidden — so long as the decorators wished to retain their insurance coverage.
To appreciate the underwriters’ Scroogian stance, it’s important to remember that well into the 20th century, Americans lit up their Christmas trees using actual fire. They typically used candles or burning paper, and conflagrations were so common that newspapers would mark the season’s first fire as casually as we might mark the first snowfall.
For insurers, such holiday flame-ups were a nightmare — like the ghost of Christmas present value. At the turn of the century, insurers experienced a yearly post-holiday rush of claims from homeowners, shopkeepers and others who had suffered damage from yuletide infernos. Most were small, but in some years the losses added up, and a major blaze could severely affect an insurance company’s bottom line.