Many mediaeval people were illiterate and didn't have days off as we know them, so they had no need to know what day it officially might be. Their employers did, in many cases, need to know and many kept records of births, marriages and deaths among their workers and tenants; they also kept records which ensured they paid their people when necessary. The ruling classes certainly followed a calendar and kept track of events. The common people would be more likely to identify events by other events, so something might be described as happening on the third day of lambing, or around the time old Ted's house burned down. Landmark events might be described as happening when, say, the first cuckoo call was heard; childrens' names often reflected these events. Religious and seasonal festivals were meticulously noted, since they meant rare time off work and probably some kind of largesse from those who directed the lives of the poorer classes. Market days were clearly defined, by the bosses and by Word of mouth, so people could sell their and their employer's produce, stock up their larders, and so on. Since a visit to market might involve what would have seemed a fair bit of travel, it was necessary to be sure people knew when and where to go in order to buy and sell produce.
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