I think maybe one mistake couples make is thinking that they only way to do all you can for your partner is to put sacrifices on yourself. So you have the pair constantly thinking they need to do stuff for the other until they're to the point where they haven't done anything for either of themselves, and they realize they're empty. I think a feeling of equal sharing and of reciprocal favors, i.e. "I'm doing something for you and in return you're doing this for me," should be prevalent. They can be honest with each other about what they truly want and both can be satisfied and feel like they helped each other with their symbiotic compromise. Whenever my wife asks "is there anything I can do for you?," I try to remind her of that principle, to which she normally subscribes.
Don't care about gifts myself, no matter the holiday. If someone truely wants to get you something, they need not an excuse to do so. The pressure the holidays present pressure people into acting dishonestly and that is an act I do not care for. On the other hand, when you're walking around in some shopping center and you see something you know someone would like/love to have, why not stop, pick it up and give it to them the next time you see them? If you've never done this, it's because some people have to be pressured into buying things for other people since they're self-absorbed to the point that they have difficultly thinking of others on a regular day. There's nothing wrong with this, it is, after all, a survival technique, but I always find it very telling how people respond to the gift-giving holidays.
i'm not a fan of the holiday. I almost completely forgot it was valentines day until someone wished me a happy one. I don't think you need a holiday as a reason to tell the one you love that you love them. Its just a money maker holiday. Me and my bf don't celebrate it. We get little things for eachother here and there. Also, i think its just another day for single people to feel alone. and who wants that? Just pointless if you as me...