• We love love.

    Sure, Valentine's Day is a fake holiday, invented by the gift industry to persuade you into buying cards, gifts, chocolates, flowers and dinner in the cold, gross depths of winter. But think about it - if you do Valentine's Day right, isn't that kind of wonderful? 
    Hear me out on this, but isn't it nice to have a day that's just about love? A day that, commercial or not, is universally about one thing and one thing only - showing the people who mean the most to you that you care can't be all bad. Even if you don't have a romantic partner at the moment, Valentine's Day is a nice reason to reach out to friends and family and let them know they mean the world to you. The older I get, the more I love Valentine's Day for just this reason - sure, it's fun to woo my husband a little, but it's more fun to surprise an old friend with something sweet to let them know I'm thinking about them. 
    And even if you're feeling not into the whole love aspect of things (fair enough), isn't it great to have a reason to support local businesses - like a neighborhood florist or the restaurant down the street - during the hardest time of year for a small business? 
    For these reasons, we choose to embrace Valentine's Day, with all the bells and whistles - flowers, chocolate, cards and gifts in the shops. Because we love love, and we love small business.