I know that many people believe Valentine's Day is just a holiday created by the greeting card industry, and that may be true. Nevertheless, I love Valentine's Day. Our windows are already decorated in hearts of various sizes.
When I was little, and as I grew older, it was a holiday that I looked forward to (and still do). Not because I had boyfriends to spoil me. (That would have been nice; alas, I was a very awkward youngling). But because I had parents that spoiled me. When friends were getting boxes of candy from their boyfriend of the week, I never needed to feel like I was missing out. I knew that my parents would "surprise" me with a heart shaped box full of deliciousness. What a wonderful feeling growing up in a house where you know you're loved, unconditionally.
Now, my husband spoils me (despite the fact that he's one of those who subscribe to the invented holiday theory), and we in turn spoil our kids with heart shaped boxes of deliciousness. Let the tradition continue. :)