I have no idea... This was my first Valentine's and my bf went way above and beyond anything I expected... I expected dinner and a movie, maybe a single rose. I got a hell of a lot more than that. He MADE me a lobster dinner along with non-alcoholic champagne (I'm pregnant), water crackers with Brie and a fig-cocoa spread, plus imported French chocolate truffles dusted in cocoa powder. Plus he bought me a pure silver necklace with a silver and amethyst triple goddess pendant and a very large polished raw amethyst. I have no idea how much he spent, but I know it was a hell of a lot more than my cousin's bf. He got her nothing. A "Happy Valentine's Day" and "Now give me some nookie". She's PISSED.
Some guys aren't very thoughtful, creative, or caring... Some just can't afford to do all that they want to. However, for the ones who CAN, I bet you ANYTHING they'd shell out a pretty penny if they knew about the holiday that comes exactly a month later... It's the men's Valentine's Day... AKA "Steak and Blowjob Day". Seriously. Google it.