No matter what you call it, the unofficial holiday occurs on the Wednesday of the last full week of April. If one day isn't enough time for you to celebrate, the entire week is known as Administrative Professionals Week (formerly known as Secretary's Week).
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Typical gifts for Secretary's Day include cards, pins, flowers, gift certificates, lunch, and gift baskets. The International Association of Administrative Professionals (IAAP) suggests that employers support the holiday by providing training opportunities for their administrative staff through continuing education, self-study materials, or seminars.
So throw a party. Buy some gifts. Arrange some training.
Just don't ask your Administrative Assistant to plan their own party. What are you, a cast member from Mad Men? This is their day to enjoy!