It Must Be Love is a 1926 American silent comedy film directed by Alfred E. Green and starring Colleen Moore, Jean Hersholt, and Malcolm McGregor.

The smells of the business - cheeses, sausages, garlic and pickled herrings - repulses Fernie, who dreams of removing herself from the environment and moving into a life with a more rarified.

Her father, Pop Schmidt (Jean Hersholt) has plans for his daughter to marry Peter Halitovsky (Arthur Stone), a sausage salesman, but Fernie is repulsed by the idea.

At a dance, Fernie meets Jack Dugan (Malcolm McGregor), who tells her that he is in stocks, a paper-counter, and she falls for him.

Peter is there and he proposes to her, but before she can reject him Jack appears on the scene, declaring that he has purchased a delicatessen business.