Mother’s Day founder fought to prevent it from becoming commercialized
Years after she founded Mother’s Day, Anna Jarvis was dining at a Philadelphia tearoom owned by her friend
John Wanamaker when she saw they were offering a "Mother’s Day Salad."
She ordered a salad - and when it was served she stood up and dumped it on the
floor, left the money to pay for
it, and walked out in a huff.
Jarvis had lost control, she hated that the food was called “Mother’s Day Salad,” named after the holiday she
helped create, and she was crushed by her belief that commercialism was
destroying Mother’s Day.
She saw
it not as an honor, but as an affront to a tradition she held so dear.
To her, it was a cheap marketing gimmick to profit off an idea that she
considered to be hers, and hers alone.
The incident was recounted
in a newspaper article published sometime in the early 1900s, years
after Jarvis organized the first Mother’s Day service in the country,
said Katharine Antolini, a historian who has studied Jarvis and how
Mother’s Day became a national holiday.
Jarvis spent decades
fighting an uphill battle to keep Mother’s Day from becoming the
commercialized holiday that it is today. To her, it was simply a day to
honor mothers, and she started it to commemorate her own. So when people
co-opted her idea for other purposes, Jarvis was incensed.
She started fights,
threatened lawsuits, wrote letters to politicians, issued bitter news
releases, organized protests, fought with Eleanor Roosevelt, demanded an
audience with sitting presidents, among other actions.
She even claimed legal
copyright to the holiday, Antolini said. Her letters were signed, “Anna
Jarvis, Founder of Mother’s Day.”
“It became a part of her identity,” the historian said. “It was completely tied up in her ego.”
The fight that consumed Jarvis was waged in vain, and her campaign drained the modest fortune she’d inherited from her family. She died in a sanitarium at age 84 - alone, blind and penniless.
History of Mothers Day
During the Civil War, Anna's mother, Ann Jarvis, cared for the
wounded on both sides of the conflict. She also tried to orchestrate
peace between Union and Confederate moms by forming a Mother's
Friendship Day. When the elder Jarvis passed away in 1905, her daughter
was devastated. She would read the sympathy cards and letters over and
over, taking the time to underline all the words that praised and
complimented her mother. Jarvis found an outlet to memorialize her
mother by working to promote a day that would honor all mothers.
On May 10, 1908, Mother's Day events were held at the church where
her mother taught Sunday School in Grafton, West Virginia, and at the
Wanamaker’s department store auditorium in Philadelphia. Jarvis did not
attend the event in Grafton, but she sent 500 white carnations, her
mother’s favorite flower. The carnations were to be worn by sons and
daughters in honor of their own mothers, and to represent the purity of a
mother’s love.
SPREADING THE WORD
Mother’s Day quickly caught on because of Jarvis’s zealous letter writing and promotional campaigns across the country and the world. She was assisted by well-heeled backers like John Wanamaker and H.J. Heinz, and she soon devoted herself full-time to the promotion of Mother’s Day.
SPREADING THE WORD
Mother’s Day quickly caught on because of Jarvis’s zealous letter writing and promotional campaigns across the country and the world. She was assisted by well-heeled backers like John Wanamaker and H.J. Heinz, and she soon devoted herself full-time to the promotion of Mother’s Day.
In 1909 several senators mocked the very idea of a Mother’s Day
holiday. Senator Henry Moore Teller (D-CO) scorned the resolution as
"puerile," "absolutely absurd," and "trifling." He announced, "Every day
with me is a mother's day." Senator Jacob Gallinger (R-NH) judged the
very idea of Mother's Day to be an insult, as though his memory of his
late mother "could only be kept green by some outward demonstration on
Sunday, May 10."
This didn't deter Jarvis. She enlisted the help of organizations like
the World’s Sunday School Association, and the holiday sailed through
Congress with little opposition in 1914.
The floral industry wisely supported Jarvis’s Mother’s Day movement.
She accepted their donations and spoke at their conventions. With each
subsequent Mother’s Day, the wearing of carnations became a must-have
item. Florists across the country quickly sold out of white carnations
around Mother’s Day—newspapers told stories of hoarding and
profiteering. The floral industry later came up with an idea to
diversify sales by promoting the practice of wearing red or bright
flowers in honor of living mothers, and white flowers for deceased moms.
TOO COMMERCIAL
Jarvis soon soured on the commercial interests associated with the day. She wanted Mother’s Day “to be a day of sentiment, not profit.” Beginning around 1920, she urged people to stop buying flowers and other gifts for their mothers, and she turned against her former commercial supporters. She referred to the florists, greeting card manufacturers and the confectionery industry as “charlatans, bandits, pirates, racketeers, kidnappers and termites that would undermine with their greed one of the finest, noblest and truest movements and celebrations.”
TOO COMMERCIAL
Jarvis soon soured on the commercial interests associated with the day. She wanted Mother’s Day “to be a day of sentiment, not profit.” Beginning around 1920, she urged people to stop buying flowers and other gifts for their mothers, and she turned against her former commercial supporters. She referred to the florists, greeting card manufacturers and the confectionery industry as “charlatans, bandits, pirates, racketeers, kidnappers and termites that would undermine with their greed one of the finest, noblest and truest movements and celebrations.”
In response to the floral industry, she had thousands of celluloid
buttons made featuring the white carnation, which she sent free of
charge to women’s, school and church groups. She attempted to stop the
floral industry by threatening to file lawsuits and by applying to
trademark the carnation together with the words “Mother’s Day,” though
she was denied the trademark. In response to her legal threats, the
Florist Telegraph Delivery (FTD) association offered her a commission on
the sales of Mother’s Day carnations, but this only enraged her
further.
Jarvis’s attempts to stop the florists’ promotion of Mother’s Day
with carnations continued. In 1934, the United States Postal Service
issued a stamp honoring Mother’s Day. They used a painting colloquially
known as Whistler’s Mother for the image, by artist James Whistler.
Jarvis was livid after she saw the resulting stamp because she believed
the addition of the vase of carnations was an advertisement for the
floral industry.
Jarvis’s ideal observance of Mother’s Day would be a visit home or
writing a long letter to your mother. She couldn’t stand those who sold
and used greeting cards: “A maudlin, insincere printed card or
ready-made telegram means nothing except that you’re too lazy to write
to the woman who has done more for you than anyone else in the world.”
She also said, “Any mother would rather have a line of the worst
scribble from her son or daughter than any fancy greeting card.”
GOING ROGUE
Jarvis fought against charities that used Mother’s Day for fundraising. She was dragged screaming out of a meeting of the American War Mothers by police and arrested for disturbing the peace in her attempts to stop the sale of carnations. She even wrote screeds against Eleanor Roosevelt for using Mother’s Day to raise money (for charities that worked to combat high maternal and infant mortality rates, the very type of work Jarvis’s mother did during her lifetime).
GOING ROGUE
Jarvis fought against charities that used Mother’s Day for fundraising. She was dragged screaming out of a meeting of the American War Mothers by police and arrested for disturbing the peace in her attempts to stop the sale of carnations. She even wrote screeds against Eleanor Roosevelt for using Mother’s Day to raise money (for charities that worked to combat high maternal and infant mortality rates, the very type of work Jarvis’s mother did during her lifetime).
In one of her last appearances in public, Jarvis was seen going
door-to-door in Philadelphia, asking for signatures on a petition to
rescind Mother’s Day. In her twilight years, she became a recluse and a
hoarder.
Jarvis spent her last days deeply in debt and living in the Marshall
Square Sanitarium, a now-closed mental asylum in West Chester,
Pennsylvania. She died on November 24, 1948. Jarvis was never told that
her bill for her time at the asylum was partly paid for by a group of
grateful florists.
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