rnch saidVD is just another cynical "holiday" created sorely to enrich the bank accounts of retail merchants.
I haven't willingly celebrated this "holiday" since my pre-teen years.
But then so are all US national holidays, for that matter. These holidays have all become a pretense for something else, usually shopping & partying.
Having said that, I enjoy holidays on those levels anyway. Well, maybe not the shopping function, I really dislike that ordeal, but the end result of the gift giving can be a pleasure. And of course they provide a reason for getting together and having a dinner, or a picnic, or some manner of gathering.
And while merchants do milk these things, they're also under pressure to match each other with special discounts all announced at the same time, which makes shopping easier. I doubt that would happen all by itself, if it weren't for holiday events.
And savvy shoppers can save some good money, if they're disciplined enough to avoid impulse purchases of things they don't require, but have been patient enough to plan ahead and wait to get the stuff they already really needed.
As for Valentine's Day, well, I won't diss an extra opportunity to show my husband how much I love him. And if that puts a few extra bucks in some merchants pockets, fine. I should have done it for him anyway, and doing it on a day set aside for it helps make sure I don't let it slide, and adds to the special nature of it. I'm content with the custom.