Surprising your girlfriend or boyfriend on Valentine's Day with gift or affection... well isn't that something you can do on any day as well too?
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Most people in long term relationships aren't having fancy dinners, dressing in heart covered lingerie, and buying gifts every day. It's no different than Christmas; yes, you can buy people gifts every day of the year, but you don't due to practicality and because it's not necessary. Most people show love and affection through words and doing the dishes. Valentine's Day is just an excuse to go over-the-top and spoil your lover, like a couple's Christmas.