by Clare Gleeson
[This article is reproduced from Australian Garden History with the permission of the Australian Garden History Society. The Society produces four journals a year which cover New Zealand as well as Australian garden history topics and welcomes New Zealand members www.gardenhistorysociety.org.au.]

During the First World War a floral initiative was introduced in Australia and New Zealand to raise money for organisations associated with the war effort. Violet Days took place in towns and cities with different charities benefitting from the money donated.
Why the violet? The small, fragrant flower was extremely popular at the time, widely grown and relatively inexpensive. Its rich ‘regal’ colour, heady perfume and ability to be easily tied into a saleable bunch made it ideal as a fundraiser.
In July 1915, during the lead up to Adelaide’s first Violet Day, the city’s Daily Herald wrote that
…it is fitting that there should be some public sign of sorrow and honor. The fragrant violet will put us in mind of what Socrates described as “the perfume of heroic deeds.[1]
First World War
The first Violet Day was held in August 1914 in New Zealand when Christchurch’s efforts raised £500 for Belgium Relief Fund.[2]. Violet Days were eagerly embraced and quickly became widespread. Shortly after the Christchurch event a more modest day was held in the small farming town of Marton in the Manawatu. As the jingoistic patriotism of the early days of the war took hold, enthusiasm increased. On 4 September 1914, Christchurch witnessed what was described as a ‘purple invasion’. One hundred flower girls armed with baskets or trays of violets marched in procession to Cashel Street where they were dispatched to various ‘beats’. The cause was the Food for Belgium and Britain Fund, so each seller wore the Belgian colours along with the red, white and blue of Great Britain. As the flowers were sold, the girls returned to fill their baskets and trays from the huge mound of violets that kept pouring into the city. The local paper reported that everyone in Christchurch was wearing a violet buttonhole, carried a bunch of violets, had one pinned on their muff or blouse or tucked into their belt that day. Cars and taxis flaunted violets and nearly every shop window ‘had a tinge of purple about it’.
It was after the disastrous campaign at Gallipoli that the focus of Violet Days changed with fundraising carried out in aid of returned soldiers. Over the Tasman, Melbourne’s Argus reported that successful Violet Day sales in June 1915 had raised money for the Australian Wounded Soldiers’ Fund. The Violet Day held in Sydney on 13 August 1915 in aid of the Soldiers’ Club made over £1,000.[3]. Violet Days were also held in Queensland.

However, it was South Australia that really embraced Violet Days. These were centred around the Cheer-Up Society founded by Alexandrine Seager and William Sowden, of the Register newspaper, to provide for the needs of soldiers on the move. The Society, staffed largely by women volunteers, offered refreshments and recreation in a large tent north of the Adelaide Railway Station from 1915. The tent was replaced by the Cheer-Up Hut, which opened on 4 November 1915.
At the Cheer-Up Hut, soldiers could eat a meal and relax in a place deemed morally safer than hotels. Facilities included a rest room, billiard room, dining hall and lounge area. By the end of 1915 volunteers were serving 10,000 meals a month. The hut closed on 24 December 1919, after the bulk of the servicemen had returned.
The Cheer-Up Society’s first Violet Day was held in Adelaide on 2 July 1915. On that day around 100 women dressed in white sold bunches of violets to raise money to support returned soldiers or the Cheer-Up Society. Also on sale were ribbons with the words ‘In Memoriam’, to be worn with the violets, and violet posies tied with purple ribbon printed with ‘In Memory’ and the Christian cross. The statue at the city’s South African War memorial was draped in purple and white ribbons, memorial wreaths were laid, the Governor spoke and the police band played. More than £700.00 was raised.
In both countries the major cities’ Violet Days were huge events. At Wellington’s Violet Day in 1917, thousands of bunches were sold, each in memory of a ‘New Zealand hero’. The day was described as a purple pageant with violet backgrounds in shop windows, violet stalls and their sellers dressed in violet. There was even a violet geisha being pulled around in a floral rickshaw. Seventy thousand violets sent from nearby Ōtaki were just part of the number donated and over £1,600 was raised.
Many Violet Days were much more modest but just as important to their community and all raised money for the returned soldiers. On 14 September 1916 the Red Cross ‘ladies’ of Methven in Canterbury held a Violet Day that raised £30. ‘There were very few in Methven yesterday who were not wearing violets’ wrote the Ashburton Guardian.[4]
In South Australia from 1916 onwards, badges, or commemorative buttons, were sold along with fresh violets and at least one South Australian town, Burra, produced its own Violet Day badge. The production and sale of badges does not seem to have occurred in New Zealand or elsewhere in Australia.
The Auckland Museum holds a large collection of Violet Day badges. Many have the word ‘Remembrance’ as well as ‘Violet Day’ on them and several are dated. It seems for some years badges were issued in multiple colours. The badges often feature an image of violets, or a Christian cross. One has a crown and another flags. There are several from Burra including one that shows a young woman wearing violets and the words ‘Burra Violet Day 1919’. In addition to the colourful badges there are also two metal pins with a violet head, which are undated. There are no badges dated after 1919; production may have ceased that year.
There does not seem to have been a specific date for Violet Day in either country, although clearly it had to be within the flowering time of violets. The emphasis on Violet Days, apart from honouring the dead, was fundraising for practical support for soldiers, especially the wounded and items other than violets were also sold on the day. In South Australia in 1917 and 1918, volumes of poetry were sold. In 1918 combined efforts saw South Australians raise over £4000 with the funds going towards the work of the Cheer-Up Hut.

Post First World War
Between the wars fundraising from South Australia’s Violet Days went towards things such as the upkeep of the ‘Soldiers’ Cemetery’ at West Terrace and the name changed from ‘Violet Day’ to ‘Violet Memory Day.’[5] From 1924 Violet Memory Day was observed on the first Sunday in August. In 1927 the memorial service was shifted to the Adelaide Town Hall, which was decorated with violets and other floral tributes.
On Violet Memory Days during the Second World War, violets were laid at the South African and National War Memorials, and at the Cross of Sacrifice in the Garden of Memory, West Terrace. Funds raised continued to be donated towards the upkeep of the Australian Imperial Forces graves in the West Terrace Cemetery. Following the Second World War the commemorations incorporated the fallen soldiers of both conflicts. The last Violet Day in South Australia took place on 2 August 1970.
Violet Days in New Zealand had died out long before this. By 1925, Violet Day in Christchurch had nothing to do with the aftermath of war but was in aid of the Plunket Society, who in 1928 published the Violet Day Cookbook.[6]. Wellington’s Violet Days of 1922 and 1928 had a military association as they were in aid of the Women’s National Reserve Residential Nursery, but violets seem to have played only a small part in them.[7] The Women’s National Reserve had formed clubs for the wives and widows of men who had gone overseas during the First World War. In 1920 it established a nursery to look after children whose mothers were in hospital.
There is no mention of a Violet Day in New Zealand after 1928.
References
[1] ‘Violet Day’, The Daily Herald, 2 July 1915, 4.
[2] ‘What Has Been Done for Belgium by Canterbury’, Sun (Christchurch), 17 April 1915, P11.
[3] Bay of Plenty Times, 14 August 1915.
[4] Ashburton Guardian, 15 September 1916, P4.
[5] The Advertiser, 1 August 1936, P16.
[6] Ellesmere Guardian, 25 September 1925, P5.
[7] Dominion, 5 August 1922, P12.


















































