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Good morning, Swansea!
Over on our social media, we shared recently what Christmas looked like in Swansea in the 1920s. This week, we’re fast-forwarding to the 1930s - when the festive season in Swansea meant packed town centre pavements, speed boat rides, and avalanches of Christmas post.
Enjoy this gallery of photos from the archive, paired with quotes lifted straight from The Evening Post newspaper from the time.
Catch you on Sunday!
Andrew
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The Rush Begins - 1937
“This morning’s leaden skies and muddy pavement did not deter Christmas shoppers, who thronged the main streets from an early hour… Crowds packed the bottom of High Street, with police on hand issuing safety-first instructions as baskets filled and pavements disappeared.”
The last Saturday before Christmas 1937 brought record crowds into town from early morning, despite the rain.
Inside the Toy Bazaar - 1937
“More than 4,000 children and their parents passed through their [Edwards’] fairyland scene last Saturday.”
Toy counters were emptied as quickly as they were restocked - Meccano, books, and clockwork wonders disappearing into eager hands.”
Stores in Swansea were forced to restock toys mid-morning as Meccano sets and electrical novelties sold out.
Edwards’ Enchanted World - 1930
“A veritable fairyland of delightful gifts.”
At Edwards’ Toy Bazaar, dreams came to life - with children wide-eyed beneath garlands, glitter, and the gaze of the Fairy Queen. The store’s Christmas display one of Swansea’s most elaborate, with themed scenes, lights, and even rides (see below!).
Market Merriment - 1936
“Swansea Market had Christmas atmosphere stamped all over it, with its stalls hung with mistletoe and red-berried holly.”
Early shoppers picked through poultry, fruit, and nuts, while at High Street Station, schoolboys gathered beneath a decorated Christmas tree.
Avalanche at the Post Office - 1933
“An avalanche of Christmas cards and postcards… regaining something of their old popularity… By December 23rd, 288,000 letters and 14,000 parcels had passed through Swansea’s main post office — a record-breaking festive flood.”
With record-breaking post, the Post Office had to take over Dyfatty School to cope with the volume.
Giving Back - 1936
“Father Christmas visited Swansea Hospital this afternoon from William Edwards, Ltd., and distributed toys.”
Local associations made deliveries to hospitals and ex-servicemen, while post office staff worked overtime.
“A varied array of fancy costumes at the Christmas Party held by members of the Unitarian Church, Swansea.”
Church halls and community centres hosted children’s parties as the rush eased into celebration.
Christmas Speed Boat
“Minding the baby while mother shops: a typical scene at Edwards’ Christmas Toy Fair. The “Speed boat Thrill” gives happiness to the youngsters.”
Hope you enjoyed this little journey back in time nearly 100 years!
Catch you on Sunday!
Andrew.
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