Just one more proof that people are sheep and there's a sucker born every minute.
If people were smart, they'd refuse to buy the overpriced flowers on Valentine's Day. Stick the florists with a nice big fat loss for a year or two. Send your SO flowers a couple of weeks before or after VD

, and then send 'em throughout the year as well. Also, quit buying Valentine cards--either make your own or buy regular cards--stick Hallmark with a few million cards they can ONLY sell once a year. Inventory is a bitch.