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I've been single for many many Valentine's days, and I've never though much of it. Even now that I'm in a relationship, I don't think much of it.
Valentine's day has never really mattered to me. I'm not sure if that's because I'm a pretty chill person in general, or because of the culture in my country (or both). Valentine's day seems way more important in the US compared to where I'm from, which is Finland. Here, we actually call it Friend's day, and we celebrate not just partners, but also friends and family. And although a lot of the stores here start selling cards and chocolate, it isn't as heavily marketed and "in your face" as it seems to be in the US. So it's easy to forget that it's even a thing that exists. I've gone a few years without even realizing that it's V-day.
I think it's a bit silly to feel even lonelier on Valentine's day, or to bitterly call it "single awareness day" or whatever. Fact of the matter is that it's just like any other day, really. It's just an excuse for stores to sell my cards, flowers and chocolates. So you can either feel sorry for yourself and the fact that you're single (which you are on any other day of the week anyways, mind you), or you can just treat it like a normal day and not think too hard about it.
And if it makes you feel better, you can use it as an excuse to pamper yourself. Get some chocolate for yourself. Relax at home. Do a face mask. Have a hot beverage. Call a friend and have a chill night in with some Netflix and pizza. It's really not that serious.