The Little Town of Pelham Did Not Let the Great Depression Ruin Valentine's Day in 1934

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The Great Depression continued to ravage the Nation, the State of New York, and the little Town of Pelham in 1934.  Federal authorities were trying to ease the pain.  In late January, the President signed into law the Gold Reserve Act prohibiting private ownership of gold (and doubling the set price of gold).  In mid-April the worst dust bowl dust storm ever to befall the nation hammered mid-America.  The Federal Government enacted the Soil Conservation Act in a partial effort to reduce such disasters in the future.  To make matters worse, the hottest temperatures on record were recorded that year.  According to one source "There were 29 consecutive days with temperatures at or above 100 degrees.  By the end of the year, droughts covered 75 percent of the country and 27 states.  Nearly 80 percent of the country recorded extremely dry conditions."  See The Balance, Great Depression Timeline:  1929 - 1941 (visited Feb. 9, 2019).  

Pelham lovers did not, however, allow the ravages, trials, and tribulations of the Great Depression deter them from expressing St. Valentine's Day sentiments that dark year.  Indeed, by Wednesday, February 14, 1934, the Valentine greetings shelves had been emptied throughout the little town.  According to an account in The Pelham Sun, Valentine card sales were so brisk that some Pelham merchants snuck old Valentine greetings cards from a prior year onto their shelves.  These also sold.  

Despite the Nation's, the State's, and the Town's travails, Pelhamites opted for both sentimental "gushy" Valentine's Day cards as well as some comic cards.  Meaner Pelhamites opted for insult cards.  According to the local newspaper, "In some cases, even a number of those cruel, cruel valentines of yesteryear that hold one up to ridicule, were sold."

Most interestingly, the Pelham Western Union Telegraph office was busy for St. Valentine's Day in 1934.  To make it easy for "tongue-tied lovers without a flair for self-expression in rhyme," Western Union printed a check-box form for the local telegraph office.  The form allowed busy Pelhamites simply to check a box to select a St. Valentine's Day greeting to be sent via telegram to lovers, family, and friends.  The initiative was a success.  Many more such Valentine telegrams were sent by Pelhamites in 1934 than in the previous year.  Pelhamites could choose from sentimental statements for their Valentine telegrams, including:

"At miles between us we can laugh,
our hearts entwined by telegraph."

"To my Valentine:  
you've put my heart in such a flutter, 
I wire the love my lips would utter."

"Wire back, this address, 
send collect, one word, YES."

Who needs such St. Valentine's greeting cards and telegrams anymore?  Today we busy Pelhamites have texts, instant messaging, Facebook and . . . . . . the Historic Pelham Blog.  Consequently, happy St. Valentine's Day dear Pelham!

1934 Mickey Mouse Valentine.

NOTE:  Click on Image to Enlarge.

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To read earlier Historic Pelham articles about St. Valentine's Day in Pelham, see:

Fri., Feb. 13, 2015:  A Magical Valentine's Day in Pelham Manor in 1895.

Wed., Feb. 14, 2018:  More on a Magical Long Distance Proposal Made to a Pelham Manor Belle in 1895.

Tue., Feb. 14, 2017:  A Sad Valentine: Lovers' Attempted Elopement Thwarted by Crafty Pelham Parents in 1885.

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"St. Valentine Found No Depression in Sentiment
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That traditional custom of sending sentimental greetings to loved ones on St. Valentine's Day, did not seem affected by the depression, according to a number of Pelham merchants who deal in greeting cards.  Most of these shops reported their supply of cards, both sentimental and comic, were nearly exhausted by Wednesday.  In some cases, the merchants were forced to draw upon Valentines left over from last year and these were rapidly depleted.

Once again, those sentimental, gushy cards seemed to get the call over those of more comical natures.  In some cases, even a number of those cruel, cruel valentines of yesteryear that hold one up to ridicule, were sold.

Good old Western Union rose to the occasion and came through with a selection of canned sentiments.  To send these wires, described in a magazine sent to managers of telegraph offices as designed 'for the tongue-tied lovers without a flair for self-expression in rhyme,' all one had to do was to mark a cross in the box opposite the sentiment.  Among the choice specimens offered appeared the following:

'At miles between us we can laugh, our hearts entwined by telegraph.'

'To my Valentine:  you've put my heart in such a flutter, I wire the love my lips would utter.'

And then a good old business booster:

'Wire back, this address, send collect, one word, YES.'

But all joking aside, Western Union in Pelham made a better showing in Valentine Day missives than last year, and this same opinion was echoed by several local shopkeepers."

Source:  St. Valentine Found No Depression in Sentiment, The Pelham Sun, Vol. 24, No. 48, Feb. 16, 1934, p. 4, cols. 5-6.  

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Home Page of the Historic Pelham Blog.
Order a Copy of "The Haunted History of Pelham, New York"
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