The tradition of relying on heavenly patrons is generally not new and is very widespread in the Catholic world. Representatives of all professions and occupations have their own personal saints – even those that the saint himself could not have imagined during his lifetime. For example, not so long ago, in 2000, Saint Thomas More, author of the famous 'Utopia,' was officially recognized as the patron saint of politicians. Under the patronage of Saint Joseph of Cupertino, who according to legends would levitate above the pulpit during sermons and was canonized in 1767, came pilots, astronauts, and aeronauts. Saint Christopher, whose feast day is celebrated on July 25, was declared the patron of everything related to automobile transport, thanks to the fact that two thousand years ago he lived as a hermit by a river and carried travelers across it. On May 19, Catholics celebrate the day of Saint Ivo of Kermartin. To the traditionally patronized lawyers, notaries, and attorneys, judges and ministry officials have recently been added. And Saint Padre Pio, canonized quite recently in 2002, became in Italy the heavenly patron of all volunteers working in the social sphere.
And finally, the most popular patrons in recent years. Saint Valentine, who from a protector of lovers may soon be reclassified as a patron of trade due to a sharp surge in sales on his holiday. And Saint Isidore, who lived from 560 to 636 and had not the slightest clue that he would become the patron saint of computer and Internet users among his technologically advanced descendants.
Therefore, shops and service enterprises named after saints cause no surprise in Italy. Moreover, according to the previously cited data from the Milan Chamber of Commerce, out of 21,000 such firms, 65 are dedicated to 'All Saints' at once. True, many of these organizations are funeral service bureaus. However, it turned out that in Florence, the name 'Ognissanti,' which exactly means 'All Saints,' was even given to a local sex shop. Its owners justify themselves by saying they named it after the street of the same name where the store is located. However, they are most likely being disingenuous and, like many of their colleagues, are counting on 'all saints' to help them succeed in business as well.