National Art Pub. Halloween Postcard 'We Often Hear It Is The Time...'

Halloween's evolution from the ancient Celtic festival of Samhain into a modern secular holiday saw significant transformation in the late 19th and early 20th centuries. Originating as a time to mark the end of harvest and a blurring of the veil between the living and dead, efforts in North America aimed to domesticate its more boisterous and destructive customs, shifting focus towards community gatherings and wholesome celebrations. The postcard's sentiment, advocating "kindly thought to friends still living," reflects this period's push to reframe Halloween as a social holiday emphasizing friendship and goodwill rather than solely supernatural or mischievous elements.

During this era, Halloween postcards became a popular means of seasonal greeting, often blending traditional spooky motifs with more charming or whimsical imagery. The depiction of smiling, dancing jack-o'-lanterns, a tradition derived from earlier carved gourds used to ward off spirits, underscores the holiday's established iconography. This type of card illustrates a transitional phase where Halloween was gaining widespread acceptance as an occasion for festive exchange and community engagement, moving beyond its historical roots to embrace a more lighthearted and socially inclusive character.