Colombia celebrated the typical Valentine’s Day always until the 60s. In the 60s, a group of merchants said that the year’s first quarter was bad to celebrate this holiday. The argument was that taxes were higher for Colombians at this tie, which led to less spending. Children were also affected. Parents could not afford to buy candies and cards to send with their offspring to school. This led to the invention of a second Valentine’s Day in Colombia titled ‘Día de Amor y Amistad.’ This allowed more Colombians the opportunity to celebrate. With no other holidays in September, so it was decided the day would be on the third Saturday of September annually.