Meh, I don't really get people who take valentines so seriously. Be it the ones who bitch and moan about it being a holiday made up solely to sell greeting cards and chocolates, or the ones who are obsessed with it, give (and expect) way too elaborate and/or expensive gifts and view not getting a valentine's gift as the equivalent of someone saying I hate you, farting in your face, lighting that fart on fire and then spiting on you while your roll around on the ground
Why so serious guise? Ok, so it's a made up holiday aimed at promoting consumerism, so what? So are a lot of other holidays, not to mention how much of our daily activities and practices are geared to that very same end by corporations and "the powers that be" and we aren't even aware of it... or if we are aware we just don't care. Nobody is actually
making you celebrate it. Even if you do feel obligated to buy something for your partner it's not because some evil corporation is giving you an ultimatum, it's because of social convention. Social convention dictates that girls (and guys I guess) expect something from their significant others on valentines, just like it dictates that people expect gifts for their birthdays, weddings, baby showers or what have you. We as people had more of a hand in making such social conventions than any corporation. Besides, it's one day of the year and we are talking about a greeting card and a fucking box of chocolates! Is that so bad? Getting something as symbolic as that once a year? Really?
As for the ones who take it too seriously, take a chill pill. It's a yearly excuse to buy something kinky or have a romantic date, it's not some ultimate test of love and commitment to be passed or failed based on how much money or effort went into buying a gift.