By Maritza Diaz / Ana Milena Ordosgoitia | Project Leader / Director
Love and Friendship day is in Colombia, the equivalent to San Valentine's Day in other countries of the world. We celebrate Love and Friendship Day every year on the third Saturday of September.
According to "El Universal de Cartagena", the local newspaper (published on its website on September 16, 2022), the main reason why they decided to stablish another day with another name entitled "Love and Friendship Day”, was because in 1969 the Colombian trade union considered that in February Colombians did not have money to spend on this type of traditions, since they had invested their resources in school supplies. They chose September because it was a month without festivities in Colombia.
Today, 53 years later, national and local businesses continue to benefit from this decision. In Baru Island, at the end of September 2022, Cruz María had an increase of 200% in her cakes and cupcakes sales. Rosy, owner at Dander Store, reported a 150% increase in the perfumes, body lotions, bags and sunglasses sales, which she packed together with teddies, chocolates and love messages. Finally, Yoleida said her grosery store income increased in a 50%, due to liquor sales.
The project participants have been able to take advantage of the celebration of the "Love and Friendship Day" in Colombia, to increase their sales at a time of the year when they are normally low. The entrepreneurs participating in the project, through different marketing strategies, have promoted the purchase of their products on this special date, to express love and affection.
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