Friendship Day is a day for celebrating friendship. The day has been celebrated in several southern South American countries for many years
Friendship Day was originated by Joyce Hall, the founder of Hallmark cards in 1930, intended to be 2 August and a day when people celebrated their friendships by holiday celebrations. Friendship Day was promoted by the greeting card National Association during the 1920s but met with consumer resistance - given that it was too obviously a commercial gimmick to promote greetings cards. By the 1940s the number of Friendship Day cards available in the US by had dwindled and the holiday largely died out there. There is no evidence to date for its uptake in Europe; however, it has been kept alive and revitalised in Asia, where several countries have adopted it.