Back in February 1937, it was reported in an Australian newspaper that other countries had begun to revive the old-fashioned tradition of marking St Valentine’s Day on February 14. Retailers in Melbourne followed suit, as staff at the Myer Emporium created themed window displays in an attempt to inspire customers to once again embrace the custom of sending Valentine greetings to their friends and significant others. Traders in Sydney were also supportive of these revival efforts and hoped to rekindle their clientele’s interest in sending cards and other tokens of devotion.
In 1940, the Queensland Times featured an article about sending Valentine cards. It was noted that there were many such cards available in local stores and with the war in progress, such a gesture would hold much more significance than it did in the past.
Towards the end of the decade, St Valentine’s Day advertisements started appearing in the local newspaper. Cozy slippers, jug sets, sugar bowls and hankies were some of the more practical gift ideas.
Cribb & Foote St Valentine’s Day Advertising, Queensland Times, 11 February 1949 – Courtesy of Trove
Of course times have changed since then, with the focus now often on romantic and quite expensive gifts.
However, if you’re not feeling the love this Valentine’s Day, spare a thought for the local recipient of a card mentioned in the footnote of this Queensland Times article from 1950. I guess it’s true what they say – actions have consequences!
“Today is St Valentine’s Day” – Courtesy of Trove
Information taken from: “Reviving St Valentine’s Day”, The Argus, 8 February 1937, p.3; “St. Valentine’s Day, Queensland Times, 3 February 1937, p. 6; “Sending a Valentine”, Queensland Times, 14 February 1940, p. 8; “To-day is St Valentine’s Day, Queensland Times, 14 February 1950, p. 2.