White Day (March 14th) : White Day is the man's turn to show his affection with sugary sweetness, and takes place a month after Valentine's day on March 14th. The name stems from the giving of primarily white gifts, like white chocolate and lingerie, by Men as an answer to Valentine's Day gifts. In recent years, the exclusively white nature of the holiday has changed to include both dark and whit e chocolate, other shades of lingerie and non-chocolate candies like lollipops. Some people follow the so called "Rule of Three" which dictates that the reciprocal gift given by the man must be roughly 3 times the value of the gift he received on Valentine's Day. This rule is not widely expected or practiced, but many Men view it as a rough guideline for reciprocal gifting.