September in Colombia feels different. There isn't the biting chill of a northern autumn or the sudden rush of "Pumpkin Spice" everything. Instead, the air is thick with the scent of rosas and the frantic energy of people rushing to buy chocolates at the last minute. While most of the Western world drains their bank accounts in February, Colombians wait. They wait for the third Saturday of September to shout feliz dia de amor y amistad to anyone within earshot. It is a cultural quirk that confuses tourists but makes perfect sense once you look at the history, the economics, and the way people here actually value their social circles.
Most people assume it’s just a "Valentine's clone." It isn't. Not really.
The 1969 Decision That Changed Everything
In 1969, Colombian merchants did something bold. They looked at the calendar and realized that February was a financial disaster for the average family. Why? Because the school year in Colombia typically starts in late January or early February. Parents were already drowning in costs for uniforms, textbooks, and tuition. Adding a romantic holiday on top of that was a recipe for empty restaurants and unsold flowers.
So, they moved it.
The Federación Nacional de Comerciantes (FENALCO) lobbied to shift the celebration to September. It was a month with zero holidays. No religious festivals, no independence days—just a giant, profitable void. By placing feliz dia de amor y amistad on the third Saturday of September, they didn't just save the holiday; they created a cultural juggernaut. It’s now one of the highest-grossing days for the national economy, rivaling only Christmas and Mother's Day.
But there’s a deeper reason why this stuck.
Unlike Valentine’s Day, which focuses almost exclusively on the "couple," the Colombian version is radically inclusive. It’s right there in the name: Amor y Amistad (Love and Friendship). If you don't have a partner, nobody cares. You have friends. You have cousins. You have that one coworker who always shares their coffee. Everyone is invited to the party.
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The Chaos of "Amigo Secreto"
You cannot talk about this day without mentioning Amigo Secreto. It is the Colombian version of Secret Santa, but it’s arguably more intense. Usually starting in late August, groups of friends, office departments, or families draw names from a hat. But you don't just give a gift on the final day.
There is the "endulzamiento."
Basically, for the two weeks leading up to the main event, you have to secretly leave candy, snacks, or little notes for your assigned person. It’s a logistical nightmare. You have to sneak into the office early or hide a chocolate bar in a desk drawer without being seen. If you’re caught, the mystery is ruined. It’s honestly a bit stressful, but it builds this weird, collective anticipation that you just don't get with a standard February 14th dinner date.
The final "reveal" usually involves a massive party. You stand up, describe your secret friend’s qualities, and everyone tries to guess who it is. Sometimes the gifts are great—a nice bottle of aguardiente or a leather wallet. Sometimes they’re terrible. We’ve all been there.
Beyond the Chocolate: The Real Impact on the Flower Industry
Colombia is a floral superpower. We are talking about the second-largest exporter of cut flowers in the world, right behind the Netherlands. While the February Valentine's rush is their biggest international peak (shipping billions of stems to the US), feliz dia de amor y amistad is the domestic lifeline.
Specifically, the margaritas, pompones, and of course, the iconic Colombian roses dominate the local markets. According to Asocolflores (the Association of Colombian Flower Exporters), this September window allows local growers to stabilize their production cycles. It keeps people employed during what would otherwise be a "down" season.
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When you buy a bouquet in Bogotá or Medellín this month, you aren't just being romantic. You are participating in a massive economic engine that supports thousands of rural workers, many of whom are head-of-household women.
What Most People Get Wrong About the Date
A common misconception is that the holiday was moved because of the weather. That's a myth. Colombia is tropical; we don't have seasons in the traditional sense. A rose grows just as well in February as it does in September in the greenhouses of the Sabana de Bogotá.
The move was purely strategic. It was about "pocket share." It was about making sure people had enough money in their wallets to actually celebrate. It’s a rare example of a commercial pivot becoming a deeply ingrained cultural tradition.
Celebrating Without the Cliches
If you want to actually enjoy the day like a local, stop looking for a "quiet" romantic dinner. It won't happen. Every restaurant will be overbooked, and the music will be loud.
Here is how people actually celebrate:
- Group Outings: Instead of a table for two, think a table for twelve. Friends gather at sitios de rumba to dance salsa and reggaeton until 3:00 AM.
- The Gift of "Experiencias": Lately, there’s a shift away from plastic trinkets. People are gifting weekend trips to the Eje Cafetero (Coffee Region) or spa days in the outskirts of the city.
- The "Amistad" Factor: Sending a message to your best friend is just as important as calling your spouse. If you forget your friends on this day, expect a bit of "cobro" (guilt-tripping) later.
Honestly, the best way to handle the day is to embrace the "endulzamiento" process. Don't be the person who brings a cheap, generic supermarket chocolate. Go to a local chocolatería. Look for Cacao originating from regions like Arauca or Tumaco. Colombian chocolate has won international awards recently, and it makes a massive difference in the "Amigo Secreto" standings.
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Actionable Steps for a Modern Celebration
If you’re organizing an event or just trying to survive the month, here is the move. First, set a clear budget for Amigo Secreto immediately. There is nothing worse than one person giving a designer perfume while someone else receives a keychain.
Second, if you’re planning a romantic dinner, book it at least three weeks in advance. The "best" spots in cities like Cartagena or Cali fill up fast because they are competing with large groups of friends.
Third, look beyond the traditional. Support local artisans. Colombia’s craft scene is exploding. A hand-woven Wayuu bag or a piece of Barniz de Pasto pottery carries way more weight than something mass-produced.
Finally, remember that the "friendship" part of feliz dia de amor y amistad isn't just a placeholder. It’s the core of the holiday. Use the day to reconnect with people you haven't spoken to since December. In a world that is increasingly lonely, a holiday that forces you to acknowledge your social circle—not just your romantic partner—is actually a pretty healthy thing to have on the calendar.
Go get some candy. Start the "endulzamiento." And don't get caught sneaking it onto the desk.