United Art Halloween Postcard Lady Holding Jack-o'-lantern

The illustration of a woman with a jack-o'-lantern for "A Glad Hallowe'en" reflects the early 20th-century popularization and domestication of the holiday. Halloween, derived from ancient Celtic harvest festivals and Christian observances, was increasingly embraced in North America during this period, evolving from its more superstitious roots into a festive occasion with specific customs. The jack-o'-lantern, originating from Irish folklore where turnips or potatoes were carved, became predominantly associated with pumpkins in America by the mid-19th century, a tradition solidified through widespread imagery by the 1900s.

This era, often called the "Golden Age" of postcards, saw such holiday greetings become a primary means of communication and a key factor in disseminating cultural traditions. Postcards like this contributed to shaping the visual iconography of Halloween, portraying it as a charming and lighthearted event suitable for domestic celebration, moving away from its more ominous or adult-oriented past. The artistic style and fashion of the woman are characteristic of the period, likely dating to the 1900s or 1910s, capturing a moment in the holiday's commercial and cultural ascendancy.