As Young Adult Fiction Authour John Green has noted, if you need a day to remind you to like your romantic partner, you are doing it wrong.
Valentine's Day exaggerates what should be there already and near constantly. Love is not material by any means, but showing love can be. Why does it have to be Valentine's Day?
You should do things for the people you love, but those things shouldn't necessarily have to fall on this day. In fact, ideally, you should have you own special day. It could be an anniversary or just a day that you have personally chosen to make sure you remember to make your loved one or ones feel special.
Valentine's Day isn't all bad though. It is a nice cycle bust. Plus, for those that have a difficult time being expressly romantic without feeling silly or awkward, it gives them an excuse to try.