Not for couples

In case you don't already know this: Valentine's Day is not "for couples" or "for lovers". Valentine's Day is for women. Via Robin Hanson:

AshleyMadison.com, a personals site designed to facilitate extramarital affairs … enjoyed another big boost this week, following Father’s Day, when CEO Noel Biderman says men often feel underappreciated. Traffic to the site tripled on Monday. (Biderman says there’s a similar boost in interest from neglected wives and girlfriends after Valentine’s Day.)

Or, here's a bit more direct line of evidence: On average, men spend twice as much as women on Valentine's Day gifts. Note that these averages are over all gifts purchased on that day, regardless of the recipient. If we were to consider heterosexual couples only, and calculate the average spending of men on gifts for their partners and vice versa, I guarantee you the disparity would be even larger.