A: More than normal. I believe Valentine’s Day is the after-Christmas economy bump a marketing team put into motion long ago to lift the bottom line of first-quarter sales! So many people I know are in committed relationships and don’t enjoy the big “V” day. There’s something about being actually in love that makes the obligation of getting a giant red card, flowers, and something you can’t afford as an offering or validation of your commitment to one another.
If Valentine’s Day isn’t for you, and you feel comfortable communicating your feelings to your partner, perhaps the two of you might consider taking an overnight couple’s vacation. For the same cost of roses, candy, cards, and jewelry, you could book an Airbnb for a night or even rope in your best couple of friends to share the cost. Or, do something radical: ignore the whole thing and save your money. Make the holiday your own and honor your feelings—being authentic as an individual and as a couple is refreshing!