As with most other "days" such as Mother's Day etc, let's face it, it's really a ploy for store owners for making a few extra bucks. You have 364 other opportunities to show your appreciation.
Last time I celebrated this one by fixing my gf's car radio (more like teaching her how to program presets). I think we had ghetto Chinese takeout that night too.
I think I bought a V-day rose twice in my life (and it was 1, not a dozen), and have never bought V-day chocolates before Feb 15, ever. And they were mostly for my own consumption.
And to be honest, none of my gfs have ever given 2 shiets.
This year I'm single, so I went out for beer with my single (guy and girl) friends, and had a good time. No lineups!
It's just another day. *shrug* If your SO judges how much you love her solely based on this 1 arbitrary day in the calendar, may I suggest a breakup, and a swift kick to the face if you are so inclined.