Sweetest Day is observed in the Midwestern and parts of the Northeastern United States on the third Saturday in October. It originated on October 10, 1921, in Cleveland, Ohio, as a charity event organized by a committee of 12 confectioners, who distributed over 20,000 boxes of candy to local orphans, newsboys, the elderly, and the poor. The event saw involvement from famous movie stars like Ann Pennington and Theda Bara. Although there were attempts to promote Sweetest Day in New York City in subsequent decades, a significant promotional event occurred on October 19, 1940, when the Sweetest Day Committee distributed more than 10,000 boxes of candy to various local charities. Today, Sweetest Day is primarily celebrated by giving candy and greeting cards to loved ones, with about 80% of Hallmark's greeting cards for the holiday being romantic in nature. The celebration has evolved to support the candy industry, particularly in states such as Illinois, Indiana, and Ohio.