Some people regard Valentine's Day a crass exercise in commercialism, others enjoy it as an excuse to go cross-eyed at one another. Either way you've got a choice, get into it or ignore it.
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Let's clear something up first. Are you a romantic?
Romance has taken a new direction for a budding group of American flower-delivery start-ups who have taken romance to a different level this year. They're filled orders for Valentine's Day by shunning the most popular way to say "I love you": red roses.
You won't find traditional cellophane-wrapped buds, teddy bears or heart-shaped chocolate boxes anywhere in the product selection of companies including Farmgirl Flowers, BloomThat, BloomNation and The Bouqs. Those products, and the online models that so often deliver them have become stale, say this new crop of entrepreneurs.
Instead, the companies are tucking plants like decorative kale, ranunculus and eucalyptus into arrangements as they attempt to tone down the Hallmark holiday cheese factor with hipper designs, locally sourced stems and gift box add-ons like gourmet gummy candies and red-tinted lip balm.
Not everyone cares about Valentine's Day. If you're feeling the heat at home because you see Valentine's Day as a blatant exercise in extracting money from your bank account and your partner does not, here's a little life saver that's easy to do and you can eat it. Red velvet pancakes could save your day.
Whether you're an old-hand or a first-timer, being single on V-Day can be a pretty rough experience.
If you're single and Valentine's Day is really not your thing, here are some tips for making Sunday bearable:
1. Have a single ladies night.
You can make it such a fun, light-hearted occasion about what's great about you and your friends.
2. Gloat about how much money (and stress) you've saved by not needing to spend Saturday frantically buying aftershave and cufflinks.
According to a survey by cashless app maker Clipp.co, 62 per cent of Australians plan on spending up to $200 on Valentine's crap this year. Suncorp Bank has a slightly milder prediction (a $53 average spend for men and $40 for women).
Independent women, save those dollars to buy the shoes on your feet, the clothes you're wearing, the rock you're rocking.
3. Be grateful V-Day falls on a Sunday this year.
No performative office deliveries of flowers! Hooray!
4. Remember that "love" doesn't need to be directed towards a significant other.
Stop thinking about your single self, and do something good for others. Valentine's Day is as good a day as any to volunteer at a local soup kitchen or make a donation to your favourite charity.
For those who embrace the day there's nothing like watching a romantic movie together, surrounded by all your chocolates, flowers, satin red heart-shaped cushions and teddy bears.
Not sure which movie to choose? Here are some fun facts about some of cinemas best on screen lovers.
Finally, for the love-struck among you why not leave a message for your valentine right here.