1918 saw the end of the First World War but also the arrival in New Zealand of the influenza pandemic, which swept across the world in October and November that year, killing more than 8,600 New Zealanders. Concerned citizens, including Leo Collinson, organised relief aid for many people afflicted by sickness across the town. Across Palmerston North, 5,000 toys were distributed – one for every child under 10.

To generate a spirit of optimism throughout the community, C&Cs decided to go ahead and open Santa’s Cave, which it did on Christmas Eve, 1918. On that day, the Manawatu Standard ran an advertisement describing the Cave as “130 feet of winding maze”, a “wonderful subterranean maze and tunnel”, and “dimly lit, fun, surprises, laughter, presents. Big prizes for all.” Admission was one shilling (the equivalent of $11 today). Children under the age of 14 were allowed in from 6.30 to 8.30pm.

In the windows of the store, displays included an electrically run toy circus complete with clowns, acrobats and animals. Santa’s Cave grew enormously in popularity in the aftermath of WWI. One of the store’s catalogues recorded that in 1921, 11,000 people visited. Numbers continued to grow as each year a new set of displays was added.