Card shops are stuffed with red hearts; florists' windows are taken up with giant bouquets of roses and restaurant chefs are busily planning special menus for two.
Valentine's Day is big business and romance is already in the air as February 14 approaches. For many couples the day of love is seized upon as a time to treat their loved one - but others can feel very differently.
Whether in a loved-up relatonship or not, some people just don't like the commercialisaton of the day - even though it's a celebration with ancient origins - and some find it a bit corny. And then there are those, including singletons, who might just want to go out with mates and have a good night without feeling like gooseberries at a mass love-in.
