In 1925, United States confectioners, meeting in Los Angeles, adopted the slogan, “Say it with Candy.” The slogan was going to be a great success in the city of Riverside, according to the Riverside Enterprise.
The Enterprise reported that, for the first time, stationary stores in the city added candy to their available Valentine wares. The candy took a variety of forms. One was the “lollypop,” formerly known as the all-day sucker, dressed up as dolls and inserted into a variety of cards. Another was the Life Saver, “the candy mint with the hole,” which was added to cards as car tires and life buoys. Pieces of gum were added to valentines of the “stick with me” variety.
Prior to the mid-1920s, it was common to be able to buy a comic valentine, often the mean type, that youngsters could buy for a penny and send, we assume anonymously, to their most disliked teachers. By 1925 those valentines with caricatures of fat men and teachers, were no longer available, replaced by a costlier type with a more elevated humor.
The crossword puzzle craze was just taking off in America and had been used in many forms. In 1925, valentines were no exception and the Enterprise reported there were a number of Valentines that had a clever take on the crossword puzzle.
“There are cards for golf enthusiasts, sailors, motorists, mothers, dads, sisters, brothers, and even for husbands and wives,” the Enterprise said. Interesting that 100 years ago, valentine cards for spouses seemed to be a new and novel thing.
Cards and candy were not the only way St. Valentine was honored in Riverside. The Enterprise said both adult and children’s parties were happening all week in the county seat. There were valentine-themed parties of all sorts, including bridge parties, bridal showers, and women’s club meetings.
However, the largest party was held at the Mission Inn on the evening of Feb. 14. It was reported that hundreds of couples would participate in a dinner dance that night, “an annual party eagerly looked forward to every year by young and old.”
The gala was a costumed affair, with many dressed up in everything from old fashioned hooped skirts to the raiment of a Turkish gentleman. It will be of no surprise to anyone familiar with the story of Frank Miller, owner of the Inn, that he was dressed in the robe of a Franciscan padre. Others put on their very best. If only one could go back in time, to see such a spectacular event, in full color.
If you have an idea for a future Back in the Day column about a local historic person, place or event, contact Steve Lech and Kim Jarrell Johnson at backinthedaype@gmail.com.