Or Mother's Day, your anniversary, or a significant others' birthday, etc. Because anything you do on a day that is not mandated to be special by the Hallmark calendar is a wasted effort. Naturally, I'm addressing a solely male audience here. (Is there any expectation of a woman to do anything for a man on Valentine's? The answer is no, if you are unsure. Is that lack due to male feelings of indifference or society telling us, 'Valentine's is a woman's holiday.")
I'm speaking from personal experience and to further drive home my feelings on the matter neither of the aggrieved women I have in mind are shallow people. They just wanted what they felt was due to them on their 'special days.' The random acts of kindness in the world seem to be dying out with good reason. Strangers in our lives seem to appreciate such acts more so than people we know and live with. Don't plan a big romantic night out or call to say, 'I love you' unless it is one of those days you are supposed to do so. If there is nothing special about Tuesday night, don't make anything special out of it. That would be cursory.
However, if you do make a big to do on a special day, well then, it means something. To any of my fellow 'good guys' out there who have been slighted for not doing the right thing on the right day, or to any who have nothing but apathy for perceived sentimental offenses, do not despair. I have the remedy.
One jigger or rum ( look here, and here for suggestions ) one jigger of pineapple juice, half a jigger of strawberry schnapps. Ice a tumble and a healthy does of lime juice. It cures all pains and ails... for a little while.
To any offended, make yourself the above libation and in all possible ways, relax.