My Husband and I met on valentines day 18 years ago and I guess as it happens to be the day we met we treat it as special. We exchange cards and he even sends me a dozen red roses every year. We never discuss it and neither of us ever forget. It's very sweet, but don't think we'd do this if it hadn't been the day we met.
I was chatting with my brother who has been married 20 years today and when I asked if they had exchanged cards he laughed. Do you acknowledge valentines or do you think it's just a bit of a gimmick?