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"For those women who don't care about the Hallmark holiday (or at least pretend not to care and then try to ignore the voice of disappointment when Feb. 14 passes as just another day..."
I really _don't_ care about Valentine's Day. My husband and I didn't get each other anything in past years, and don't intend to waste money on anything this year either. I never understood the whole, "look what my husband bought for me!" thing anyway. If the woman makes money, why should she be all giddy like a schoolgirl when her husband presents her with an expensive piece of jewelry? She paid half for it. The only way it could matter is if he chose a particularly romantic time and an extremely thoughtful gift. That would be special, and could be free (origama, a poem, wildflowers).
I do bring my husband flowers on occasion, and he brings me chocolate sometimes. Not on Hallmark approved holidays, but when we think of it.