Have a Nice Day

1970

Date: 1970-1972 · Place: Philadelphia, Pennsylvania · Figures: Bernard Spain, novelty wholesaler · Murray Spain, novelty wholesaler · Harvey Ball, smiley creator · Tags: Catchphrase, Bumper, Seventies 01. The Spain Brothers Brothers Bernard and Murray Spain run a small novelty wholesale operation out of Philadelphia. In September 1970 they pair Harvey Ball's unregistered yellow smile with the phrase Have a Nice Day on a button. They register the combined design and order an initial run from a New Jersey button manufacturer. By the end of 1971 they have sold an estimated twenty million units. By 1972, fifty million. Wholesale price: about three cents per button. 02. Saturation and Backlash The phrase appears on mugs, ashtrays, T-shirts, postcards, McDonald's bags, gas station receipts, and bumper stickers. By 1973 it is the standard sign-off of supermarket cashiers from Florida to Oregon. The phrase precedes the corporate scripting; the corporate scripting reinforces the phrase. Cynical reuse begins almost immediately. In 1972 Underground Press Syndicate papers run the smiley with a bullet hole between the eyes. Watchmen's 1986 cover image, a smiley with a blood smear, is a direct response to the 1970 saturation. "We must have sold fifty million buttons by 1972. We weren't artists. We were button guys." — Murray Spain, interview with the Philadelphia Inquirer, 1996 Sources • Susan Strasser, 'Satisfaction Guaranteed: The Making of the American Mass Market' (Pantheon, 1989) • Daniel J. Boorstin, 'The Image: A Guide to Pseudo-Events in America' (Atheneum, 1962, reissued 1992) • Philadelphia Inquirer, 'The Spain Brothers and the Yellow Smile', 14 April 1996