Blue Monday 2017 could be bluest ever, says expert behind equation Why today would be the saddest day of the year? This traditional commemoration is the product of an advertising strategy for an unknown brand.

Each year, the third Monday in January is considered the saddest day. The Blue Monday, as named, has nothing to do with the financial environment by running through Mexico or the mood caused by the threats of Donald Trump, who will take oath as the next President of the United States at the end of this week. It is, rather, an advertising strategy. 

The reason that this day has been set as the saddest has to do with the attempt of the psychologist Cliff Arnall of designing a formula to calculate what is the worst day of the year. It was in 2015 that Arnall, who worked at the University of Cardiff (Wales), said that the climate, especially in the Northern Hemisphere, the cost of January and the pressure to meet New Year's resolutions are some of the factors that Make the mood subside just every third Monday in January.

Although there is no solid basis for starting with scientific evidence that the Blue Monday really affects people. Every year since a decade ago there is a discussion about this issue that actually emerged as part of a travel agency's advertising campaign Sky Travel, now defunct, for which hired Arnall, the success of this advertising campaign has made the psychologist now devotes his days to teach courses on happiness and well - being.

Sky Travel was not the only brand that used this publicity stunt to sell happiness to its customers. Last year, the website of the Florida Tourism Industry, United States, sponsored in Twitter the hashtag #BlueMonday while promoted the message "Visit Florida" to brighten travelers with good weather on the beach.