I just checked the Hallmark website (not for that - a friend's birthday was yesterday) and it's now called "Administrative Professionals" day.
I guess that leaves out fewer people, thus selling more cards & flowers.
Where I work, it's an eight-person office - 3 Partners/Owners, 2 architects, and 3 "administrative professionals". Between today and Bosses' Day, everybody gets taken care of except us two architects
Anyway - Happy AP day, everyone. I think we all wear that hat in one way or another throughout the year.