Valentine’s Day is one of the most retail-driven events in the United States, and for good reason. Savvy business owners have figured out how to capitalize on desperate men everywhere who want to please their women. The women, in turn, have been heavily influenced by clever advertising. Most women know about Jared (no, he isn’t the neighbor two doors down), and the Robbins Brothers have also exerted a powerful influence on the fantasies of ladies everywhere.

However, it seems like more and more couples have become aware of the fact that the big day of love is filled with hype and commercialism. After all, it’s supposed to be about the love, lust, or shared interest between two people, isn’t it? However, I still think a fella can’t go wrong with a beautiful bouquet of flowers (I know I love them!) for his lovely lady. If he wants to go the extra mile, he can get a nice trinket of jewelry (no, it doesn’t have to be diamonds), a stuffed teddy bear (if she’s into that kind of thing), or a sexy undergarment from Victoria’s Secret, but those are very predictable gifts on Valentine’s Day.

Then there are the chocolates and candy hearts. Heart-shaped boxes filled with chocolates have become increasingly more dreaded, since more ladies than ever are concerned about the sugar rush which comes from consuming them. Don’t be surprised if you buy a box of cheap chocolates and your woman refuses to eat them because they have high fructose corn syrup, artificial flavors or colors. Perhaps it’s time to get more creative and pick up a few gluten-free, vegan cupcakes?

A popular outing for couples is to go out to dinner, but restaurants have become far too opportunistic in recent years. Typical Prix Fixe menus for February 14th are so outrageously expensive that you almost have to take out a second mortgage just to afford the meal. I have gotten to the point that I have no desire to pay three times the amount of money I would usually pay for a meal at the same restaurant, simply because I was foolish enough to go there on Valentine’s Day. Besides, the restaurants are always packed, always noisy, and there’s a good chance that your table might be right next to the men’s restroom or in a drafty corner of the patio. Never mind that you made reservations three months ago and specified that you wanted a booth inside the restaurant.

What I enjoy the most, and am planning to do this year, is to cook a nice meal at home, open a good bottle (or two) of wine, and enjoy the comforts of home. That holds much more value for me than surrounding myself with red heart cutouts, chocolates I can’t eat, or spending a king’s ransom for a meal. I also don’t have to yell over the din of the other patrons blabbing.