The Verge’s Why’d You Push That Button squad is in the holiday spirit, so in this week’s episode, hosts Ashley Carman and Kaitlyn Tiffany discuss hashtag holidays. You might not know the term, but you definitely know the phenomenon. Maybe you’ve seen people participate in #NationalSiblingsDay, or #WorldNutellaDay, or maybe even #NationalBoyfriendDay. Why do people post, and why do they use those hashtags? Also, who invents these holidays?

Kaitlyn and Ashley chat with one of their producers, Bridget Armstrong, and her family to get their take on hashtag holidays and their Facebook posts about them. Then they talk with Lizz Kannenberg, the director of brand strategy at Sprout Social, about brands’ role in these holidays. Copywriters are infusing holidays into our lexicon with no one to stop them!

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