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Colombia celebrates Día de Amor y Amistad (Love and Friendship Day) on the third Saturday of September rather than February. This unique holiday includes the popular Amigo Secreto (secret friend) gift game, festive group gatherings, and inclusive celebrations for both couples and friends.

Día de Amor y Amistad is one of Colombia’s most widely celebrated social holidays, deeply embedding itself into school, work, and family cultures throughout the entire month of September.

Here is a breakdown of how the celebration operates logistically, the unique slang used, and the primary economic impact of the holiday.

Origins and Timing

• September timing: Moved from February in 1969 because February had too many back-to-school and post-Christmas expenses.
• Commercial boost: Created to give merchants and the local flower industry a strong sales month.
• Inclusivity: Named to include single people, focusing on general affection rather than just romantic couples.

Common Colombian Expressions for the Holiday

To navigate the celebrations like a local, you will encounter these specific terms:

• «Endulzar»: The verb meaning to give sweets anonymously to your secret friend.
• «Cupón / Papelito»: The physical slip of paper where you write your name and your gift preferences.
• «Endulzada virtual»: A modern twist where remote workers send digital gift cards or delivery app treats to co-workers.

Key Traditions

• Amigo Secreto: People draw names anonymously in offices, schools, and friend groups.

The Mechanics of «Amigo Secreto»

The secret friend game is highly organized and follows strict social customs across Colombian workplaces and social circles:

The Draw (El Sorteo): In late August or early September, names are drawn from a hat. Participants also write down a list of things they like (e.g., specific candies, snacks, or hobbies) and things they dislike to guide their secret friend.

The Sweetening (La Endulzada): Throughout the weeks leading up to the main day, you must secretly leave small treats like chocolates, pastries, or fruit on your target’s desk or in their locker without getting caught.

The Reveal (El Descubrimiento): On the third Friday or Saturday of September, the group gathers. One by one, people stand up, describe the traits of their secret friend, and the group guesses who it is before the final gift is opened.

La Endulzada: Participants secretly leave small treats, candies, or anonymous notes for their assigned person leading up to the final reveal.

Celebrations: Friends and partners exchange flowers, chocolates, or go out for dinners and parties.

Economic and Consumer Impact

According to data from Colombia’s National Federation of Merchants, this holiday serves as a massive commercial anchor for the second half of the year:

• Peak Spending: It ranks alongside Christmas and Mother’s Day as one of the top three commercial shopping seasons in the country.
• Primary Industries: The highest sales increases are seen in restaurants, bars, clothing retailers, and confectionery shops.
• Flower Exports: While Colombia is a global exporter of flowers for Valentine’s Day in February, this holiday keeps the domestic floral market highly profitable during September.

Local Events & Plans in Bogotá (September 2026)

If you prefer sharing an experience over a physical item, Bogotá offers major festivals, cultural events, and nightlife options specifically aligned with the holiday season.

Music & Festivals

• Popular al Parque 2026: A completely free, massive outdoor festival highlighting popular Colombian music genres at the Parque Simón Bolívar on September 27–28.
• 1er Festival Salsero de Amor y Amistad: An 18+ live salsa festival for dancing couples taking place on Saturday, September 19, 2026 at the Centauro Centro de Eventos.
• Merengue con Amor y Amistad: A high-energy dance concert on September 25, 2026 featuring classic merengue legends at the Montevideo Convention Center.

Cultural & Low-Key Experiences

• Classical Piano Concert: Enjoy an intimate evening performance by David Torres at the Biblioteca Luis Ángel Arango concert hall in La Candelaria. Tickets can be purchased online via verified booking links.
• Scenic Nature Picnic: Pack a custom basket with wine and cheese for a budget-friendly sunset date in quiet sectors of Parque El Virrey or Parque Simón Bolívar.