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Dear Tom,
This legend started with one of Santa's doubles---a jolly old "elf" who, at the ripe old age of 90 still had a twinkle in his eye that delighted hundreds, maybe thousands of children who sat on "Santa's" knee and shared their wish lists with him every Christmas season in the Rainbow Centre--a shopping mall in Niagara Falls, New York.

Each child, including my son at the age of two would shyly share the itemized list with "Santa", who would then ask each of them how deserving they thought they were. Satisfied with their behavioral justification, he would reach into his fluffy red coat pocket, and pull out a small brown envelope. As each child watched, "Santa" would open the flap, and pour something from the envelope into the palm of his hand. It was kind of glittery, and for good reason.

Every child heard the same explanation--that because they had been good that year (and supposedly not all children had), they were going to get this special envelope of "Magic Dust" to take home with them. Instruction for its' purpose and use were very explicit: "You'll want to sprinkle this on the sidewalk just in front of your house,"

Santa explained, "As I pass overhead, the moon will reflect off the magic dust, and I'll know you've been good. The magic dust will help the reindeer lead old Santa Clause right to your house!" With a commitment to this, he would return the Magic Dust into the envelope, lick the flap and seal it. He then placed it into the little hands of the awestricken child, who was encouraged to take extremely good care of the envelope and put it in a safe place until Christmas Eve.

The effect of the Magic Dust has been dramatic during Christmas with my children. Every year, glitter is an important item on the Christmas shopping list. Each Christmas eve after Luke's account of the birth of Jesus is shared from the bible, the stockings are hung, the cookies are in place for Santa, and the pistachios (for Rudolph!) are placed in a bowl, the last remaining stop on the way to bed is a quick step outside.

Making sure to be well out from under any shadows the front porch might create, the Magic Dust is scattered across the sidewalk to signal the home of another GOOD little boy of girl not to be forgotten in Santa's miraculous flight across the moonlit sky.

Amazing things can be seen in the magic dust. One Christmas morning, we were positive that the pattern in the Magic Dust came from the sole of one of Santa's boots. Another year we saw Rudolph's hoof-print (right nearby were the empty pistachio shells)---Santa must have fed Rudolph right there on the sidewalk last night! The amazement in those little eyes at the moment of discovery was priceless!

This Christmas eve, my daughter will carry on the tradition that has now been enjoyed by my children for each Christmases since 1985-- It has become a treasured tradition, all because we learned about the legend of the Magic Dust from Santa so long ago in Niagara Falls, New York.

Is the legend of the Magic Dust fact or fiction? It would appear it's only fiction if you don't believe in Santa Claus, .......but absolute fact for those of us who still do!

D. Wendal

 

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Tom Shay
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(727)823-7205

MARCH 2026
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Small Business

AdvisoriES


Every time I see the logo for Target stores, I think about small businesses and the need to know which people to target as their customers. Of course, of most importance is the person who has spent any money with your business.

 

I ask businesses if they know how much the average person spends with their business. Most offer a quick response with a dollar amount. That answer is incorrect as they are telling me what the average existing customer is spending. The average person in any community spends no money with that small business.

 

Looking for new customers without any plan of how to do so is just spending money. That is why every small business needs to know how to find and use information. Find ideas in the March Small Business Advisory.

Small Business

NewS

Top Story

Employee retention; is it important? Or is it easier to lose an employee and wait for the next applicant to walk in the door? The Small Business News for March shares some statistics of the expense you incur when you make the change instead of working to retain a current employee.

Article of the Month

It is baseball season and we use the sport as an explanation of the cost of growing your business. In Boston's Fenway Park, left field has a wall that is know as the green monster.

 

And that is what growing your business is - a monster! You can't successfully grow your business without a plan and knowing you will have the cash on hand to pay for the growth.


Book of the Month

Are you selling something or persuading the customer? With your employees are you repeatedly telling that employee or are you persuading them to excel?

 

Influence: The Psychology of Persuasion by Robert Ciaidini is our suggested book for March 2026. Most definitely an appropriate read.

All this plus the Internet Tool for Your Business and a staff incentive idea for your business.

BOOK US

With over 25 years of frontline experience Tom Shay is America's leading Small Business Management Expert. He's a "Must Have" for your next event.

Small Business

Advisories

Every time I see the logo for Target stores, I think about small businesses and the need to know which people to target as their customers. Of course, of most importance is the person who has spent any money with your business.

 

I ask businesses if they know how much the average person spends with their business. Most offer a quick response with a dollar amount. That answer is incorrect as they are telling me what the average existing customer is spending. The average person in any community spends no money with that small business.

 

Looking for new customers without any plan of how to do so is just spending money. That is why every small business needs to know how to find and use information. Find ideas in the March Small Business Advisory.

Small Business

News

 

Top Story

Employee retention; is it important? Or is it easier to lose an employee and wait for the next applicant to walk in the door? The Small Business News for March shares some statistics of the expense you incur when you make the change instead of working to retain a current employee.


Article of the Month

It is baseball season and we use the sport as an explanation of the cost of growing your business. In Boston's Fenway Park, left field has a wall that is know as the green monster.

 

And that is what growing your business is - a monster! You can't successfully grow your business without a plan and knowing you will have the cash on hand to pay for the growth.


Book of the Month

Are you selling something or persuading the customer? With your employees are you repeatedly telling that employee or are you persuading them to excel?

 

Influence: The Psychology of Persuasion by Robert Ciaidini is our suggested book for March 2026. Most definitely an appropriate read.

 

All this plus the Internet Tool for Your Business and a staff incentive idea for your business.