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Día de Amor y Amistad is celebrated the third Saturday of September every year in Colombia and is essentially the Valentine's Day of Colombia.

Día de Amor y Amistad: Celebrate Colombia’s Valentine’s Day

Día de Amor y Amistad (Day of Love and Friendship) is celebrated the third Saturday of September every year in Colombia. This is essentially the Valentine’s Day of Colombia. This is a traditional celebration in Colombia in which lovers, husbands and wives, couples and friends express their love and affection. In Colombia, normally for weeks before this day in September you will start to see hearts adorn restaurants, shops and bars.

In 2024, Día de Amor y Amistad in Colombia is on Saturday, September 21.

Decorations for Amor y Amistad Day in Colombia
Decorations for Amor y Amistad Day in Colombia

As we celebrate love, gratitude, and happiness, join us in this special Colombian celebration! Medellin Guru and expatgroup.co have teamed up to offer you exclusive discounts of up to 40% on services such as visas, real estate, and business in Colombia, so don’t miss out on this incredible opportunity. Click the button below to grab these amazing deals and join the festivities, embracing the colombian culture and celebrating with us.

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History of Valentine’s Day (a.k.a. Saint Valentine’s Day)

February 14 marks Valentine’s Day, a joyous celebration of love and friendship around the globe. It’s a day filled with flowers, chocolates, romantic dinners, and sweet secret messages shared between loved ones. While some see it as a commercial holiday, others believe it is rooted in ancient traditions and fascinating historical and religious legends.

Flower are the protagonists of Valentine's Day
Flower are the protagonists of Valentine's Day
Romantic dating is one of the most special gits
Romantic dating is one of the most special gits

Historical trace of the Celebration of Valentine's Day

270 A.D
The Origin according to Catholic Church
St. Valentine. Saint venerated by the Catholic Church

The origin of Valentine's Day can be traced back to ancient Rome and a story about a bishop from the Catholic Church who was martyred on February 14.

Supposedly, Claudius prohibited marriage for young men. He claimed that bachelor made for better soldiers. But Valentine continued to perform marriage ceremonies in secret. He was eventually apprehended by the Romans and put to death.

Another historical source
from Ancient Times.
Origin according to oral tradition
From your valentine legend

Another legend has it that Valentine, who was imprisoned by Claudius, fell in love with a daughter of his jailer. Before he was executed, he supposedly sent her a letter signed "from your Valentine."

Middle Ages and Renaissance
Poetry impact
Chaucer and Shakespeare, importants with their poetry

Chaucer and Shakespeare both romanticized Valentine's Day in their work. Consequently, it gained popularity throughout Britain.

First decade
of the 20th Century
Commercial Adoption of the Celebration

Valentine’s Day eventually it made its way to the U.S. and Hallmark Cards started mass producing Valentine cards in 1913, which was the start of massive commercialization of Valentine's Day in the U.S. since that moment on every February 14th.

1920s
From the 1920s to the present
Globalization of Valentine's Day
Couple celebrating Amor y Amistad in Colombia

Valentine's Day, celebrated worldwide, transforms cities into romantic hubs with couples everywhere. In 2024, Americans spent a remarkable $751 million on the occasion, according to the National Retail Federation (NRF).

In Colombia, the Amor y Amistad Day festivities also saw growth. A recent Fenalco survey revealed that 84% of Colombians celebrated in 2023, up 5% from the previous year, leading to a slight increase in gift budgets.

History of Amor y Amistad

In several Latin American countries, including Colombia, Valentine’s Day is celebrated as Día de Amor y Amistad. While many countries, even in Latin America, observe Valentine’s Day on February 14—the most popular date worldwide—Colombia made a notable change.

Specifically, in 1969, Colombia shifted the celebration to the third Saturday of September. Reportedly, merchants sought this change to boost sales of roses and chocolates during a month with no major holidays. Moreover, other Latin American countries also celebrate on different dates. For instance, Bolivia observes this day on July 23, while Brazil celebrates Día de los Novios on June 12. February 14 is not used in Brazil due to its proximity to Carnival.

Romantic gifts in Colombia
Romantic gifts in Colombia

Colombian Customs to Celebrate Amor y Amistad Day

In Colombia, Amor y Amistad consists of exciting traditions in September. Although the official day is the third Saturday, the entire month is filled with anticipation, fostering a festive atmosphere. This period encourages gatherings, generosity, and heartfelt expressions of affection, creating beautiful memories and cherishing bonds of love and friendship.

Friends gathered to celebarate Amor y Amistad Day
Friends gathered to celebarate Amor y Amistad Day

"Amigo Secreto" or Secret Friend

The first tradition is called “Secret Friend.” It starts with everyone’s names written on pieces of paper and placed in a bag. Then, each person randomly selects a name and exchanges gifts on the day of the celebration. The best part? On that day, everyone gets to reveal their “secret friend” in a fun and exciting way. The fun and suspense of not knowing who your gift is from adds an exciting twist to the holiday season.

People are out shopping for gifts for their secret friend
People are out shopping for gifts for their secret friend

"La Endulzada" or The Sweetened

The tradition of the ‘secret friend’ gave rise to another delightful tradition called “la endulzada” or “sweetened.” In the ‘sweetened’ tradition, participants express their love and affection for their “secret friend” by secretly gifting them candies, chocolates, cookies, fruits, or other agreed-upon treats. The exciting part of this tradition is giving the ‘”sweeteneds” daily until the discovery of the identity of the secret friend. This is a beautiful way to create a countdown using small edible items as a lead-up to revealing a secret friend and giving a final gift.

Endulzada tradition in Colombia collecting candies
Endulzada tradition in Colombia collecting candies. Photo by Dollarcity

Romantic Dinners

Many restaurants require reservations for a romantic dinner on Día de Amor y Amistad. Since the best spots are often fully booked well ahead of time, making reservations early is wise.

In Medellín, four of my favorite restaurants for this special day are Carmen, La Octava Maravilla Mirador, Kampanas, and Bárbaro Cocina Primitiva. If you choose a restaurant that doesn’t take reservations, arrive early to secure a spot on this popular dining day. Additionally, some restaurants offer extra touches— for instance, Tony Roma’s, located in the revolving restaurant atop Hotel Dann Carlton in El Poblado, Medellín, can set up a table with roses for an additional fee, as shown in the photo.

Table with roses set up at Tony Roma's
Table with roses set up at Tony Roma's

If you want to know how it feels to have a secret friend or receive some “sweetened”, you only have to celebrate this special month with us. At Medellin Guru, we have partnered with expatgroup.co to celebrate Amor y Amistad Day with you. You can benefit from up to 40% discount on Colombian visas, Real Estate, and business services by clicking the button below.

up to 40% discount to celebrate Amor y Amistad

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Typical Romantic Gifts in Colombia

In Colombia, gifts for this day vary based on budget and the recipient, whether a friend or a partner. Generally, romantic gifts are similar to those given on Valentine’s Day in the U.S., including chocolates, flowers, cards, a romantic dinner, dancing, movie invitations, cuddly toys, jewelry, clothing, and perfume. Moreover, you can find inexpensive roses in Medellín, with a dozen or even two dozen roses priced between 6,000 and 10,000 Colombian pesos (2 to 4 USD).

Where to find gifts?

Medellín has many malls. The largest malls in Medellín include Viva EnvigadoSantafé, El Tesoro,  Mayorca Mega Plaza, Premium PlazaOviedoLos Molinos, Unicentro, San Diego, Florida Parque and Puerta Del Norte and some others that you can find in the guide to the best malls in Medellín. Also, the big grocery chains like Exito and Jumbo will sell gifts like flowers, candy, and baskets for the day.

In addition, you can find gifts at the many small tiendas in El Centro, which usually have better prices. For example, El Hueco in El Centro is an area full of thousands of shops of all types.

Celebrate this day in Colombia
Celebrate this day in Colombia

Do's and Don'ts for Amor y Amistad Celebrations

When celebrating “Amor y Amistad” in Colombia with your partner, friends, co-workers, or close circle, there are certain things to consider in order to ensure that the celebrations of Amor y Amistad go smoothly and peacefully.

Do's

  • Plan with time

    As the festive season approaches, it's important to get organized and plan your time for all the upcoming celebrations. Prioritize the events you simply can't miss and get a sense of how much you can budget for these occasions. This will ensure that you can fully participate without any worries and impress your partner or friends.

  • Book in Advance

    If you're considering treating your partner to something special, like a trip or a surprise outing, remember to book in advance. Popular places tend to fill up fast during these times. Also, when making plans with your friends, get everyone involved early and coordinate activities like gift exchanges or secret friends.

  • Be cautious and enjoy!

    Remember, these occasions see a surge in commercial activity, so always compare prices, stay on top of your finances, and aim to create an unforgettable experience that strengthens your relationships. After all, it's all about spreading love and joy during this special time of year.

Don'ts

  • Don't overspend and don't let your guard down

    Stay within your budget and make wise spending decisions. Be wary of websites offering too-good-to-be-true discounts. Always do your homework by checking their reputation, reliability, and customer reviews. Don't overlook delivery dates, extra charges, or terms and conditions. Double-check your invoices before paying to avoid any surprises. Be on the lookout for price hikes and stay alert when shopping in person to prevent theft.

  • Don't lose control. All in due time

    Take some precautions if you're considering diving into the dating scene. Be cautious when using dating apps or websites, let a friend or family member know your plans, and choose public places for your meetings. Take it slow and stay in control. Also, remember not to drink excessively or take drugs. Keeping a clear head is the key to safe and enjoyable interactions.

 Foreigners visiting Colombia are encouraged to download the following guides and have them handy during their stay. With the help of these guides, visitors can enjoy their time in Colombia without worrying about their safety. The Colombia Emergency Directory and the Safety Guide for US Citizens in Colombia are testaments to the platform’s commitment to providing valuable information to its users and making their experience in Colombia as enjoyable and safe as possible.

Be always cautious with your shoppings and belongings
Be always cautious with your shoppings and belongings.

Medellin Guru's comprehensive Colombian culture series

Other things to see and do in Colombia

  1. Caño Cristales – the most beautiful river in Colombia, which has also been called the most beautiful river in the world by some people.
  2. Carnival in Barranquilla – the second largest carnival in the world.
  3. Cartagena – Oozing history, romance and sun-drenched beaches, the allure of historical Cartagena is hard to resist.
  4. Ciudad Perdida – the site of an ancient city in Colombia that is older than Machu Picchu in Peru.
  5. Colombia’s Pacific coast – often overlooked by tourists visiting Colombia but offering untamed nature and undiscovered beauty that is off the beaten path for most foreign tourists.
  6. Desierto de la Tatacoa – the second largest arid zone in Colombia is Tatacoa Desert, which has surreal desert landscapes and some of the best stargazing in Colombia.
  7. Guatapé – a picturesque pueblo near Medellín known for its huge rock and lake. And it’s likely the most visited pueblo in Colombia by foreigners.
  8. La Guajira Peninsula – one of the most visually stunning places in South America, which is located on the northern tip of Colombia where the desert meets the sea.
  9. Las Lajas Sanctuary – the most beautiful church in Colombia, which has also been called the most beautiful church in the world.
  10. Medellín’s Christmas lights – Medellín’s annual world-class Christmas lights known as Alumbrados Navideños.
  11. Feria de Las Flores Medellin  – Medellín’s world-famous flower festival each year.
  12. Parque Nacional Natural Los Nevados – a popular national park in Colombia located in the heart of the Colombian coffee region.
  13. Parque Tayrona – known for its beautiful beaches and the world’s highest coastal mountain range.
  14. Popayán – a colonial gem in Colombia best known for its white buildings and churches, it’s a city off the beaten path for foreign tourists but is definitely worth visiting.
  15. Rio Claro Nature Reserve – located about three hours from Medellín, Rio Claro is the perfect place to unplug from hectic daily life and enjoy a picturesque crystal-clear river, canyon and tropical rainforest.
  16. Salento and the Cocora Valley – Salento is a picturesque pueblo in Colombia’s coffee region and the nearby Cocora Valley is one of the most striking landscapes found in Colombia.
  17. San Agustín Archaeological Park – the largest group of pre-Columbian monuments and megalithic statues in South America and is a UNESCO World Heritage Site.
  18. San Andrés – Colombia’s Caribbean island which is a UNESCO World Biosphere Reserve featuring many beaches, islets and coral reefs that are filled with flora and fauna.
  19. San Gil – Colombia’s adventure capital that is full of things to do including white water rafting, paragliding, caving, rappelling, hiking and much more.
  20. San Jose del Guaviare – a hidden gem and eco-tourism location off the beaten path and offering wildlife watching, jungle trekking and delving into Colombia’s prehistoric past.

The Bottom Line: Día de Amor y Amistad

In Colombia, Valentine’s Day is known as Día de Amor y Amistad and is celebrated in September. It’s a special time to show love and friendship in unique and meaningful ways.

I’m from the U.S., so I’m used to celebrating Valentine’s Day on February 14. However, my Colombian wife follows a different tradition, celebrating Día de Amor y Amistad on the third Saturday of September. In Colombia, this September celebration is even bigger than the February 14 holiday in the U.S. As a couple, we now enjoy celebrating both occasions—Valentine’s Day on February 14 and Día de Amor y Amistad on Saturday, September 21, 2024.

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9 thoughts on “Día de Amor y Amistad: Celebrate Colombia’s Valentine’s Day”

    1. Well, Colombia is exactly the right place if you want to say it with flowers. Once, fearing that someone in the park across the street was having an attack of some kind or maybe a bad hangover from some powerful drug I asked our doorman what was that screaming in the early morning hours. The guy was yelling something at the top of his lungs but I couldn’t make it out. Turns out he comes by every day pushing a cart yelling FLO-RES !!!!!!!!!

    2. Floristerías Medellín December 30, 2019

      Si de regalar flores a domicilio en Colombia se trata cualquier ocasión es buena, incluyendo San Valentine’s day, sorprende a tus seres queridos, amigos y familiares con flores de alta calidad, frescas y con aroma extraordinario. Revisa la gran variedad de arreglos que tenemos diseñados especialmente para quienes amas.

      (in English) If giving flowers at home in Colombia is any occasion, it is good, including San Valentine’s day, surprise your loved ones, friends and family with high quality flowers, fresh and with extraordinary aroma. Check out the wide variety of arrangements we have specially designed for those you love – https://www.floresparacolombia.com/flores-medellin.htm

    3. Caballero September 19, 2019

      Thank you! Worth knowing before Saturday!

    4. Brock Canner September 14, 2017

      Thanks Jeff, Still that’s a good deal of holidays! I love it! Have a great night.
      Cheers, Brock

    5. Brock Canner September 14, 2017

      Nice Jeff, so you celebrate Valentines day twice. How many holidays do they have in Colombia?
      Cheers, Brock

    6. Nice article. I didn’t know that merchants were the reason why Dia de Amor y Amistad is in September in Colombia. So Colombia is just as commercial as the U.S. for their “Valentines Day”.

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