We're making our own gifts and cards, and we're better off for it. More was not better. Consider this article by the NYT, titled "Days of Wine and Roses are over this Valentine's." Here's an excerpt:

Long-stemmed roses are being replaced by homemade cards. Theater tickets are being replaced by Netflix. Personal jewelry is being replaced by personal poems.

And even some preparing to propose on Saturday are seeking a bargain approach: on Yahoo, searches for “cheap engagement rings” are “off the charts” compared with a year ago, according to Vera Chan, a trend analyst for the company. Other searches that are up over last year include “cheap lingerie,” “free Valentine’s Day cards” and “homemade Valentine’s Day gifts.”

Creative, personal and experiential have become the key words. Chadd Bennett, 30, of Seattle, and his wife are forgoing their traditional getaways and jewelry this year, and will instead camp out in their living room and build a fort, harking back to their childhood.