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Sweetest Day is an observance celebrated primarily in the Great Lakes region and parts of the Northeast United States on the third Saturday in October. It is described by Retail Confectioners International, as "much more important for candymakers in some regions than in others (Detroit, Cleveland and Buffalo being the biggest Sweetest Day cities)" and an "occasion which offers all of us an opportunity to remember not only the sick, aged and orphaned, but also friends, relatives and associates whose helpfulness and kindness we have enjoyed." Sweetest Day has also been referred to as a "concocted promotion" created by the candy industry solely to increase sales of candy. Persistent claims have also been made that Sweetest Day was manufactured by the American Greetings Company or Hallmark Cards in order to boost sales.

Origin

The origin of Sweetest Day is frequently attributed to candy company employee Herbert Birch Kingston as an act of philanthropy. However, Bill Lubinger, a reporter for The Plain Dealer, contends that "Dozens of Cleveland's top candy makers concocted the promotion 84 years ago and it stuck, although it never became as widely accepted as hoped." The Cleveland Plain Dealer's October 8, 1921 edition, which chronicles the first Sweetest Day in Cleveland, states that the first Sweetest Day was planned by a committee of 12 confectioners chaired by candymaker C. C. Hartzell. The Sweetest Day in the Year Committee distributed over 20,000 boxes of candy to "newsboys, orphans, old folks, and the poor" in Cleveland, Ohio. The Sweetest Day in the Year Committee was assisted in the distribution of candy by some of the biggest movie stars of the day including Theda Bara and Ann Pennington.

There were also several attempts to start a "Sweetest Day" in New York City, including a declaration of a Candy Day throughout the United States by candy manufacturers on October 8, 1922. In 1927, The New York Times reported that "the powers that determine the nomenclature of the weeks of October" decreed that the week beginning on October 10, 1927 would be known as Sweetest Week. On September 25, 1937, The New York Times reported under Advertising News and Notes that The National Confectioners Association had launched a "movement throughout the candy industry" to rank Sweetest Day with the nationally accepted Mother's Day, Father's Day, and St. Valentine's Day. In 1940, another Sweetest Day was proclaimed on October 19. The promotional event was marked by the distribution of more than 10,000 boxes of candy by the Sweetest Day Committee. The candy was distributed among 26 local charities. 225 children were given candy in the chapel at the Society for Prevention of Cruelty to Children on October 17, 1940. 600 boxes of candy were also delivered to the presidents of the Jewish, Protestant and Catholic Big Sister groups of New York.

Today

Sweetest Day now largely involves giving small presents such as greeting cards, candy, and flowers to loved ones. While it is not as large or widely observed as Valentine's Day, it is still celebrated in parts of the United States, despite persistent allegations of being a "Hallmark holiday." In 2006, Hallmark marketed 151 greeting card designs for Sweetest Day. American Greetings marketed 178.

References

1. St Petersburg Times
2. Retail Confectioners International -- Sweetest Day
3. The Cleveland Plain Dealer October 15, 2005
4. Sweetest Day History and Facts at theromantic.com
5. The Cleveland Plain Dealer October 15, 2005
6. The Cleveland Plain Dealer October 8, 1921 and October 8, 1922
7. The Cleveland Plain Dealer October 8, 1921 and October 8, 1922
8. The New York Times October Oct 8, 1922
9. The New York Times October 10, 1927
10. The New York Times September 25, 1937
11. ^ The New York Times, October 18, 1940
12. Sweetest-Day The Chicago Tribune
13. Mount Vernon News

Further reading

• Maud Lavin, ed. (2004-10-04). The Business of Holidays. Monacelli. ISBN 1-58093-150-2. {{cite book}}: Check date values in: |date= (help)
• Scott C. Martin (1997). "Consumer Rites: The Buying and Selling of American Holidays". Journal of Social History. 31.
• Bennett Madison and James Dignan (2002-12-28). I Hate Valentine's Day. Simon Spotlight Entertainment. ISBN 0-689-87372-7. {{cite book}}: Check date values in: |date= (help)

External links

• Michael Webb. History of Sweetest Day "Origins and Facts About Sweetest Day". TheRomantic.com. {{cite web}}: Check |url= value (help)
• Poem, Quotes, Recipes and Facts on Sweetest Day
• "Sweetest Day was born from one man's kindness…not in the laboratory of a greeting card company". American Greetings Corporation. August 2004.
• "Sweetest Day 2005". Hallmark Cards. September 2005.
• Sweetest Day - History, Hoax or Hopeless Romance

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• Holidays in the United States
• October observances