Galen's Day, an alternative to Valentine's Day inspired by a TV series, has more and more followers among American women who like to meet each year on the eve of the lovers party.
Eating with friends, cooking class, party at home with pink balloons and brilliance: these are all ways of celebrating Galen's Day. But this is also a way to highlight solidarity among women.
It all started in 2010 from an episode of the Parks and Entertainment series, in which the heroine Leslie Knop, played by Amy Poller, organized a brunch home on February 13 with her best friends.
She is for her to throw her nose on the mysterious day of St. Valentine ("Valentine's Day" in English), with the idea that friendship is worth as much as being celebrated as love.
"Women grow up with this fantasy of great romantic love and what is in love means," says Olivia Dillingham, marketing consultant in New York. "It helps them feel unworthy and incapable when they have no one to go to Valentine's dinner."
The idea of Parks and Recreation has come a long way. What began as a good provocation gradually settled in some American circles, and the brands understood it well.
We now find cards, glasses of wine, candles and cakes with the seal of "Galen's Day". Bars and restaurants organize "happy hours" and dedicated parties. Clothes stores are sold for the case.
In Washington, the luxurious St. Regis offers afternoon tea on February 13 with exclusive jewelery sale.
"We made it a little fun, with lots of feminine colors," says Heather Dobson, a chef at the hotel, showing her sweet creations decorated with chocolate hearts and pink petals.
– "Good excuse" –
Only one in two Americans plan to celebrate Valentine's Day 2019, according to the National Trade Federation, with a 10% decline over the last decade.
While according to a study by the NPD Group, sales are linked to Galen's Day if they increase by 20% over the next three years.
But for its followers this new holiday goes beyond its mere superficial and commercial dimension.
"It started very lightly," said Ria Patel, a 22-year-old analyst in Washington. But "it's not just a celebration of your friends, but the day is to think about those that matter in your life."
"It's really a matter of empowering women and helping each other," says Sara Phillips, a 37-year-old perfume designer.
During the day of Galen's Day at home last year, New York Olivia Dillingham and her friends cast spells on them to find love, flowers, and exchange of compliments.
"It's so important to have support around you," says the 24-year-old. "And that's also a good excuse to meet friends."
For Ria Patel, the feature of "Galen's Day" is to "celebrate the way we support each other."