I'm a sap, I love Valentines Day. Not because we need a day to tell each other we love each other, but just cause it is fun. To me, and I am probably weird, but it is the least stress filled holiday. There is no pressure to do certian things, it is just about DH and I being happy.
We always do it on the cheap though, like we do everything. It doesn't cost a lot and is fun. My tradition for DH for years and years has been to get a box of cheap kids Valentines (Dollar tree ones) and write something I love about it or a special memory on each one. I do one for each year we have been together, this year will be 20. Then I sneak out (yeah, he knows, but he plays along) and tape them all over the inside of his carthe night before so on VD morning that is the first thing he sees. It is silly, but it is tradition, and I love when I go in his car and see he's kept all of them in his sunglasses compartment.

I also always make him one chocolate covered strawberry for every year we have been together, but this year he's doing really well on his diet so he asked for one for every 10 years.
He buys me roses, but frugally (the way I like.) They have a dozen for $10 at
Walmart every year and they are very pretty. I'd rather he deliver them then a delivery man.

I am not a jewelry person I only wear my wedding band, (not even my engagment ring,) don't like expensive things, so there is no pressure for him there.
Sure, we do things all year long. If I am running errands near his work I go and write a love note on his car mirror with window markers or leave a few Hershey kisses on his dash. We do things all the time but something about Valentines day, I don't know. I love it. Like I said, other holidays are all so much pressure, but for me this one is just about LOVE and that is the best thing in life.
ETA- Watching a movie tonight on TV I kept seeing a commercial for a jewelry store. Not srer what one, but there was a heart shaped box with a hear shaped neclace and chocolates and the lady says "that's how I know he loves me:. That is annoying to me. I don't go for that. Anyone can buy something, it is the moments that matter to me. So while I lvoe VD, I don't like that sentiment. I was sick the last few weeks. My DH came home on his lunch hour to take me to the bathroom and to help me try to drink. He rushed home one day when I didn't answer his call (I had not heard it while I was sleeping.) He takes me on dattes every week where he opens my door and takes my coat. I don't need some necklace to tell me that. So tTAHT part, I agree, is silly. I do like the Hallmark commercial thought that says "Valentines Day isn't about saying I Love You, It's about saying I Love Us." I think that one is sweet.