Transparency: Which Companies Spent the Most on Advertising Last Year? 2010 Advertising Spending By Company

For the last five years, the text from my friend Hannah has arrived mid-January–Galentine’s Day is now just one month away, and will I be in attendance? Without fail, my answer is "yes." For love of Hannah and of parties, yes, but also the idea of the holiday itself: to celebrate not just the women but the people in your life whose love comes from the beauty of friendship. Noteworthy is that this year the invitation included an illustration of two grandmas in luscious pink and orange fur coats.

Galentine’s Day really does come from the television show Parks and Recreation. Every year on February 13, the indomitable Leslie Knope, the series tells us, throws a party for all of her girlfriends. The premise is “ladies celebrating ladies,” as she says. No husbands, no boyfriends, no partners, just breakfast foods and friendship, “like Lilith Fair without the angst.” At a long table, there are frittatas and waffles and gifts and stories. Galentine’s is not meant in opposition to Valentine’s Day, but in addition to it; as if to say, this kind of love deserves to be celebrated, too.