A Citrus County Valentines Day
By: Ken Marotte, Citrus County Historical Society
The marketing of Valentine’s Day begins right after Christmas today. Stores rush to pack their holiday decorations away before New Years Day and replace them with decorative hearts, cutouts of cherubs with bow and arrows and advertisements for everything from chocolates to diamonds. This is the story of how an inconsequential fun holiday became the merchandising juggernaut that we experience today.
Early Valentine Celebrations
The early settlers of Citrus County had a pragmatic approach to life. Money could be tight and folks celebrated Valentine’s Day with ornate greeting cards and house parties. The get-togethers were usually held at an individual’s house and neighbors were invited to attend. There were decorations and heart-shaped cakes, but the practice of expensive gift-giving was not commonplace.
The Citrus County Chronicle typically carried accounts of these community gatherings – including descriptions of the food and a full list of the people in attendance. For example, an account of parties in 1908 reports that entertainment included orations, singing and card playing.
School Valentines
Children looked forward to Valentine’s Day since the founding of Citrus County. It was expected that teachers would bring cakes into the classroom. If the students were lucky the parents would also donate ice cream and candy. No celebration would be complete without the Valentine Post Office box in every classroom. In the younger grades, the emphasis would be on competing to see who received the greatest number of cards. The High School boys and girls were more interested in a romantic campaign targeted at a specific person who caught their eye.
In some cases, romantic messages were delivered by would-be Romeos from other schools who had not met their Juliets yet, but were recommended by their parents as a possible good match. Here’s an actual example (the names have been changed to protect the innocent):
“Dear “Sally”, I hope you will not think me presumptuous in presenting this little token of my love before we have been formally introduced. But Mother said she was sure you would understand.”
“This dime I wish you would always keep as your lucky piece. May I have the honor of your first date? (I hope that “Jimmy” has not asked you first). If you like we could dine and dance somewhere near. I think I could borrow Dad’s car.”
As an afterthought, the writer closes his card with “Better bring your dime along. We may want a Coke”
Respectfully, John Doe
How did the story end? Both “John” and “Sally” remained in Citrus County and later married other people. I’m sure each carried fond memories of the days of their youth and their dating experiences. There is no further information whether or not “Sally” had to spend her dime buying a Coke.
The War Years
When the country’s attention turned to war, the focus of Valentine’s Day changed as well. Patriotic advertisements in the Chronicle revealed that Cupid had exchanged his bow-and-arrow for a helmet and rifle. Citizens were encouraged to forego the usual gifts of flowers and candy for US Saving Bonds to aid the war effort. Drug stores offered special packages that could be sent to servicemen and women.
Messages on Valentine cards took on a patriotic aspect as well. Some cards declared “Nothing Can Black Out My Love”, “I’ll Conserve Everything but My Love for You, Sweetheart” and “I’m Defenseless for You”.
Some newspapers reported that a popular wartime Valentine card had a special coating on the inside where a soldier’s wife or girlfriend could make a lipstick impression. The verse read:
“For Uncle Sam you’re fighting,
and it makes me love you so,
that I send a kiss in the space above,
To take you wherever you go”
Closer to home, citizens opened their homes on Valentines Day to soldiers and sailor who were assigned to our area but could not be with their loved ones on that special day. The soldiers who were stationed at the RADAR station near Rock Crusher canyon expressed special thanks to the people of Citrus County for making them feel welcomed during their assignment here.
Valentine Commercialism Explodes
After victory in World War II, the country looked forward to a higher standard of living. The scope of Valentine Day festivities (and gifts) gradually expanded. Cupid discarded his helmet and rifle to resume using his customary bow and arrow as his romantic weapon of choice. Chronicle advertisements started appearing for more expensive jewelry gifts.
Valentine’s Day became an occasion for advertising even larger local purchases. Local Ford dealer Chick Chitty advertised a new 1961 Falcon as the perfect present for the lady in your life. It offered such romantic features as a “Double-wrapped aluminized muffler, extended life bright metal trim and a 4000-mile oil change”. This car even had a “Lighted control panel” and two – count ‘em – two arm rests. I’m sure no lady could resist this gift.
Valentine Gifts That Did Not Age Well
Finally, there were some Valentine gifts that would be sure to land you in the dog house today. For example, Smoak and Ogden suggested that you could score some romantic points by showing up at your home with bottled gas.
If you forgot to give a Valentine card to your wife, First Federal Savings and Loan had the answer. Why not tell her that you unilaterally decided to take out a loan so you can remodel the kitchen without her input? I have a feeling that if you brought this Valentine announcement home today, it would be the last Valentine Day you celebrated together.
Thanks to Mary Lou Brown, CCHS’s Acquisitions Officer, for providing the vintage Valentine’s Cards from our collection. Reprints of these greeting cards can be purchased in the Gift Shop at the Old Courthouse Heritage Museum.
Ken Marotte writes for the Citrus County Historical Society. He can be reached via email at kenmarottejr@gmail.com if you have any comments, questions or suggestions. Contact him if you’d like to participate in the ongoing CCHS Oral History Project.