I'm not a fan of this particular holiday. While I don't go as far as a full on boycott, I also don't do much else then tell my husband "I love you." Flowers are not allowed in my home today. I might make him a card, but usually I just make him a favorite food. Eating out is also not allowed. He bought me some nitrate free jerky and rented me The Sentinel, since I have the hots for Keifer. But that's nothing unusual, he usually brings me treats every week.
I hate pink. I walk around the store this time of year and feel like I'm in Pepto Bismol hell. I really can't blame the marketing companies for cashing in on our romantic inclinations, it's a $13 billion holiday. I've seen very effective ads that would lead anyone to buy impressive gifts, usually to impress people you aren't even giving it to. "*gasp* he went to Jared!" And the kids are in on it too. If it's not enough they're always begging you for action figures of their favorite cartoon, now you have to buy them Valentine cards of Yugi-oh and candy (and be sure to get the good stuff so your kid is popular) so they can learn that brand name is way better than handmade.
Bottom line, I see little merit such an overtly commercial holiday. People (usually men) aren't judged by who they are, but how much they spend on their sweetie. It's generally a very one-sided holiday. Even if you adore the person in your life, you are made to feel inadequate unless you spend obscene amounts of money on flowers, a card, dinner, and jewelry, which the industry will take full advantage of. It's no longer enough to say "I love you" and mean it. Romance is now defined by how much monetary value you can place on your relationship.
So Cupid, you can keep your tasteless sugar cookies and cliche roses. For me it's just another day I tell my husband I love him.