_______________ PHOTOJOURNALISM_IN TIME _________

old tradision on our streets 

The Swedish Christmas signage has its beginnings from the 1840s, when the shops took up space on the ground floors of the houses in the cities. The small windows that were in the shops were used to display the goods for the shop's consumers. During this time, the store's goods were sold over the counter and most of the products were packaged. Shop windows thus fulfilled an important function, displaying the goods to consumers and thereby making them dream of future investments. When the shopping streets began to develop during the 19th century, both the shops and the shop windows became more and larger. In the 1870s and 1880s, urban street lighting was very poor or non-existent. However, in the glow of the lamps, which were then powered by kerosene or gas, the shops were able to attract the attention of consumers. When electricity was then introduced, so-called window shopping became a popular pastime. This display of the stores' goods gave rise to a new profession, decorator, who had the task of making art out of the store's display windows with the help of its goods. When trade via shop windows arose, the Christmas holiday was the most important period for the shops, in other words the time of the year when they turned over the most capital. As the 20th century reached its midpoint, it was a feast for consumers to pass by the stores' Christmas signs. It was better before, or  /////// Robert G

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