According to Brandweek,  Macy’s is about to launch a holiday “Yes, Virginia, there is a Santa Claus” campaign:  “Against a generally gloomy outlook for holiday sales, Macy’s is exhuming its “Believe” campaign this month. The campaign, which recounts the famous, “Yes, Virginia, there is a Santa Claus,” editorial from the New York Sun, was created prior to the recession, but Macy’s marketing evp Martine Reardon feels it taps into consumers’ emerging sense of optimism.”

Apparently, Virginia, there were no better ideas. In any event, here’s how the catchphrase came to be — well over a century ago.