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       On October 29, 1929 the 
      American stock market dramatically crashed. Within the first few hours of 
      the Market's opening, it fell so far as to wipe out all the gains that had 
      been made in the previous year. Since the Stock Market was viewed as the 
      chief indicator of the health of the American economy, public confidence 
      was understandably shattered. Between October 29 and November 13 (when 
      stock prices hit their lowest point) over 30 billion dollars had 
      disappeared from the American economy. It was to take nearly twenty-five 
      years for many stocks to recover.  
      Suddenly, far fewer families 
      could afford luxuries like electric Christmas lights.  Food, clothing and shelter became the 
      priority, and Christmas celebrations were soon to become mere ghosts of 
      what they once were for many families.  
      Since the crash did not occur 
      until late in the year, the major lighting companies were already geared 
      up for a big selling season, and their offerings for 1929 were lavish. 
      Needless to say, there was a lot of leftover stock. Many sets first made 
      in that year were never offered again after the stock sold through. Other 
      sets were revised, soon to be made of less expensive materials. 
      Beginning in 1930, many of the 
      Christmas lighting companies started cutting costs wherever they could. 
      The wiring used in lighting outfits became thinner. Sockets were beginning 
      to be made of Bakelite, a much less expensive material than was 
      composition. Box art became less colorful and more utilitarian, to save on 
      printing and design costs. Package art from the previous era was also 
      "recycled", but this time printed in less dramatic colors. Novelty outfits 
      were introduced to entice the public to once again buy new lighting 
      strings. This was indeed a pivotal time for the American Christmas 
      lighting industry. 
      
        
        
          
            
            
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            1929 NOMA candle set | 
            
            Patent for Candles | 
            
            Inside the Box | 
           
          
            | 
            This extremely rare NOMA candle 
            outfit is unusual for several reasons. First and most notable is the 
            exquisite box art, which NOMA used for only two years, 1928 and 
            1929. It is far more colorful than any other box ever put out by the 
            company. Secondly, these candles are individual rather than 
            permanently wired into a festoon, so that they could be placed 
            anywhere on the tree. The user just had to remove a lamp wherever he 
            or she wanted, and then replace it with a candle. The units are made 
            of swirl painted metal, with a short pigtail type cord with a 
            screw-in base at the bottom. A most unique item, and also one of the 
            few NOMA products to bear a 1928 copyright date. The patent for this 
            item, granted to Albert Sadacca, was not awarded until 1930, a year 
            after the set was discontinued. | 
           
         
        
       
       
  
      
        
        
          
            
            
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            An Eight Light Set | 
            
            Sunburst Assembled | 
            
            Sunburst Apart | 
            
            Girl's Head | 
            
            Face in a Pine Cone | 
           
          
            | 
             A product of 
            NOMA, these very large figural lights are called Dresden Fancy 
            Lamps, and were an attempt to introduce a figural light with a 
            replaceable light source. The large painted glass envelopes were 
            imported from Germany, and the lamps were assembled in the United 
            States. They were first distributed in 1929. These units had several 
            distinct disadvantages that made them almost unusable. First, their 
            weight made it hard to decorate, as they would not remain upright. 
            Secondly, the parts that held the actual light socket were made of 
            dissimilar metals, causing them to corrode and fuse together, making 
            lamp replacement impossible after a year or two. A third 
            disadvantage was that the paint flaked off horribly, as shown in 
            these pictures. These issues, plus the fact that they were a high 
            priced product offered for sale at the height of the Depression, led 
            to their discontinuance in 1933. 
            
            UPDATE: Bruce Feddema, a friend and 
            fellow collector, has reported that he recently added a Pine Cone 
            Santa to his collection, similar to the one pictured above. The 
            major difference is that on his example, the metal components are 
            all made of brass. His parts were fused together as well, and when 
            Bruce applied a small amount of penetrating oil to begin to separate 
            the pieces, a clear liquid began to ooze out from where the pieces 
            were joined. Bruce is certain that this liquid is old lacquer, used 
            to keep the brass parts from tarnishing. He speculates that the heat 
            from the light bulb inside the Dresden light caused the lacquer to 
            melt, and as the light went through repeated cycles of heat and 
            cold, the lacquer eventually got so thick and heavy that it fused 
            the parts together.  
            It seems logical 
            to assume that the manufacturers of the metal parts realized that 
            the dissimilar metals they were using were causing problems, and at 
            some point switched to an all-brass construction. However, the 
            lacquer they used to keep the metal from tarnishing eventually 
            caused the same fusing problem they were trying to avoid! My thanks 
            to Bruce for this most interesting information.   | 
           
         
        
       
        
      
        
        
          
            | 
            Date | 
            
            Manufacturer | 
            
            Notes | 
            
            Outside of Box | 
            
            Inside of Box | 
           
          
            | 1929 | 
            NOMA | 
            
             In 1929, NOMA 
            issued this box art for the first time, exclusively used to promote 
            their new outside light strings. The printing 
            quality for this particular box design was not very good, and it is 
            most often found with rather severely faded and/or misaligned 
            printing. For some reason, perhaps cheaper Depression era inks, the 
            box seems to be more susceptible to fading than most, resulting in 
            weak colors. This is a book style box, and the string contained 
            within uses the then new C-9 outdoor swirl lamps, with General 
            Electric's newly patented high quality inside coloring process, 
            insuring that the paint could not scratch off.   | 
            
            
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            | ca 
            1929 | 
            NOMA | 
            
             Here's another 
            example of a twinkling outfit, this one by NOMA. Circa 1929, the 
            twinkling device is practically identical to the Gacor set discussed 
            on the previous page, even down to the metal sockets. I believe it 
            is safe to assume that NOMA either purchased their twinkling devices 
            from Gacor, or by the time this set was made, NOMA had purchased the 
            Gacor company or patent rights. This NOMA box is very typical of the 
            other sets that were sold by the Company, with the only difference 
            being the word "Twinkler" added in small letters. This outfit sold 
            for $5.98, and like the Gacor outfit, was not a big seller.  | 
            
            
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            | ca 
            1929 | 
            
            Boehland & Company | 
            
            
             Paul 
            Boehland and Company sold the unusual tree topper on the right, 
            called the Fairy Crown Christmas Tree Tip, beginning in 1929. It was 
            patented in 1928 and assigned number 1,690,397.  When new, the 
            metal star had much more metallic glitter on it. | 
            
            
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            | ca 
            1929 | 
            NOMA | 
            Metal Tree top 
            stars were first introduced in the early part of this decade by the 
            Propp Company. Consisting of a five pointed star and three candle 
            lights to make a string of 8 lights, the set was a popular seller. 
            NOMA offered this set first in 1929, after their merger with Propp.
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            | ca 
            1929 | 
            NOMA | 
            Starting in 1929, 
            NOMA also offered a "pigtail" version of the Star topper which is 
            pictured here, designed to screw into an existing string of lights 
            as a substitute for a single bulb. | 
            
            
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            | ca 
            1929 | 
            
            Peerless | 
            
             
            
             Offered 
            by Peerless, this is an unusual set containing intermediate base 
            round GE Mazda lamps. Originally sold as outside painted bulbs in 
            1927, the lights were not popular as Christmas lamps and by 1928 the 
            more appealing flame or swirled shaped bulbs had replaced them. In 
            an attempt to re-introduce the cheaper to manufacture round bulbs to 
            Christmas decorators, GE offered an improved version of the lamp 
            with inside coloring to last longer as in the outfit above. But, 
            just as before, people preferred the more traditional cone shaped 
            flame bulbs, and  the rounds were no longer marketed as Christmas 
            lighting by 1930.   | 
            
            
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      End of Chapter 
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