Tomorrow may be Valentine's Day but the 13 February unofficially marks Galentine's Day - a day of celebration first coined by TV show Parks and Recreation character Leslie Knope.
This year brands have been quick to recognise the increasingly popular holiday, with Marks & Spencer, Asos, Malibu and Interflora taking to social media to toast to "ladies being ladies."
Those confused about the origins of Galentine's Day should look no further than series two of NBC's Parks and Recreation, in which Amy Poehler’s character Leslie Knope explains: "Every February 13, my lady friends and I leave our husbands and our boyfriends at home, and we just come and kick it, breakfast-style. Ladies celebrating ladies. It's like Lilith Fair, minus the angst. Plus frittatas."
The occasion has become somewhat of a cultural phenomenon, with Moonpig selling Galentine's Day cards and data from Pinterest revealing that searches for 'Galentine's Day Ideas' have seen a whopping 1780 per cent year-on-year increase.
Take a look at how big brand names are marking the occasion below:
Penguin books is asking women to name their icons and for every use of the hashtag #EveryWoman has said it will donate money to Women's Aid refuge centres
— Penguin Books UK (@PenguinUKBooks) February 13, 2017
— EverywomanBook (@EverywomanBook) February 11, 2017
Asos unveiled some anti-Valentines denim, putting a twist on the classic 'Roses are red...' verse
Marks & Spencer took the opportunity to push its homeware range
This #GalentinesDay you truly deserve to clear the diary, ditch the to-do list and turn your home into a sanctuary! https://t.co/Ms6PveuqwHpic.twitter.com/9BkOjSBS5O — M&S (@marksandspencer) February 13, 2017
Nisa Local, meanwhile, took the opportunity to promote the fact it sells cocktail ingredients
Celebrating #GalentinesDay? Bring these goodies to your girly get-together for an impromptu cocktail making sesh! https://t.co/bLGL289ttspic.twitter.com/VpxfD0YbWT — Nisa Local (@NisaLocally) February 13, 2017
Unsurprisingly Ann Summers took a less anti-romance stance than Asos
HAPPY GALENTINE’S DAY! Wishing you and your girlfriends a day of laughter, food, and wine… don’t forget the wine. #GalentinesDaypic.twitter.com/CPKzGl5mVq — Ann Summers (@AnnSummers) February 13, 2017
Malibu said it had the Valentine's cocktails covered
Slay #GalentinesDay with Malibu Strawberry Kiwi pic.twitter.com/iftWAiCrB5 — MalibuUK (@MalibuUK) February 13, 2017
And Ahmad Tea has something for the tea-lovers
Make #GalentinesDay a little bit sweeter! Tell us how you're celebrating for a chance to #win a trio of teas to share with the gals pic.twitter.com/4JP3zRUN8R — Ahmad Tea (@ahmadteaUK) February 13, 2017
Accessorize took to Twitter to share some gift ideas
Celebrate #GalentinesDay and treat your bestie https://t.co/o6CyaRgAeV#BaeGoalspic.twitter.com/Z5Dt6U5rqY — Accessorize (@Accessorize) February 13, 2017
Hulu reminded Parks and Recreation fans they could watch unlimited Leslie Knope moments online
"Whats #GalentinesDay? Oh, it’s only the best day of the year." https://t.co/6uQsCeoEjGpic.twitter.com/pRbQbSp4tV — hulu (@hulu) February 13, 2017
Remington is running a competition for best friends to enter together
Interflora shared a choice François de La Rochefoucauld quote
‘A true friend is the greatest of all blessings’ #GalentinesDaypic.twitter.com/WMohVvSG0P — Interflora (@InterfloraUK) February 13, 2017
And Girl Scouts of America gave us five reasons to celebrate the unofficial holiday
— Girl Scouts (@girlscouts) February 11, 2017
Take part in The Drum's #LoveIsLove Valentine's challenge and help us reimagine classic ads with LGBT leading roles.