What was celebrated on Hallowe'en? Actually, not much on that day. All Saints' (or All Halloweds') Day was the big day. It started as a Memorial Day. Every person who died and was a saint was remembered on this day. Of course by the time of Luther the people were encouraged to remember their deceased relatives languishing in purgatory. "Madison Avenue" John Tetzel probably had the best slogan for his enterprise: "When a coin in the chest rings; another soul from purgatory springs. When a coin clinks in the chest, another soul goes to heavenly rest." Business increased with the advent of personal indulgences so that you could pay to indulge yourself without guilt in guilty pleasures.
But why Hallowe'en and Reformation? Why did that become important?
The importance came with a hammer and some nails. And like the hammer and nails on Calvary, this hammer and nails would have a profound effect. But why October 31? Why not another day, like Christmas or New Years or Easter?
Part of All Saints' Day was the veneration of relics. Tetzel was not allowed to sell indulgences in Saxony because Elector Frederick was selling his own. You could say the Pope sold indulgence franchises throughout Europe. And each franchise came with its territory. Not that it stopped people from crossing rivers and borders to get a better deal on an indulgence. Hey, you get as good a deal as possible.
Elector Frederick also had an extensive collection of relics--saints' bones, pieces of the cross, dirt from Holy sites, even some milk allegedly from the Virgin Mary! (Yes, I know, it boggles the mind.) Elector Frederick opened his reliquary each November 1, charged admission, and the people could go from relic to relic, venerate each relic, and earn time off their stay in purgatory.
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