Friendship Day was originally promoted by Joyce Hall, the founder of Hallmark cards in 1919, intended to be the 2nd August and a day when people celebrated their friendships by sending cards. The 2nd August was chosen as the centre of the largest lull between holiday celebrations. Friendship Day was promoted by the greeting card National Association during the 1920s but met with consumer resistance - given that it was rather too obviously a commercial gimmick to promote greetings cards. By the 1940s the number of Friendship Day cards available in the US 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 adopted the tradition of dedicating a day to friends. Today, Friendship Day is enthusiastically celebrated in a number of countries across the world.