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List of Illustrations Ch. 1Time Is Money Church Festivals and CommercialFairs: The Peddling of Festivity "Enterprise Holds Carnival, While PoetryKeeps Lent": From Sabbatarian Discipline to Romantic Longing A CommercialRevolution: National Holidays and the Consumer Culture Ch. 2St. Valentine'sDay Greeting St. Valentine's Pilgrimage from Christian Martyr to Patron ofLove The Handmade and the Ready-Made: Of Puzzle Purses, Chapbooks, and theValentine Vogue Remaking the Holiday's Rituals: The Marketing of Valentines,1840-1860 Mock Valentines: A Private Charivari "A Meaner Sort of Merchandize"or "A Pleasure without Alloy"? The New Fashion Contested and CelebratedExpanding Holiday Trade: From Confectioners' Hearts to Hallmark Cards Ch.3Christmas Bazaar The Rites of the New Year: Revels, Gifts, Resolutions, andWatch Nights The Birth of the Christmas Market, 1820-1900 Shopping towardsBethlehem: Women and the Victorian Christmas Christmas Cathedrals:Wanamaker's and the Consecration of the Marketplace Magi, Miracles, andMacy's: Enchantment and Disenchantment in the Modern Celebration PuttingChrist in Christmas and Keeping Him There: The Piety of Protest Ch. 4EasterParade "In the Beauty of the Lilies": The Art of Church Decoration and theArt of Window Display Piety, Fashion, and a Spring Promenade "A BewilderingArray of Plastic Forms": Easter Knickknacks and Novelties Raining on theEaster Parade: Protest, Subversion, and Disquiet Ch. 5Mother's Day BouquetAnna Jarvis and the Churches: Sources of a New Celebration CommercialFloriculture and the Moral Economy of Flowers: The Marketing of Mother's DayPirates, Profiteers and Trespassers: Negotiating the Bounds of Church, Home,and Marketplace The Invention of Father's Day: The Humbug of Modern RitualEpilogue: April Fools? Trade, Trickery, and Modern CelebrationAcknowledgments Notes Index