IT'S just under a week until Valentine's Day, which means it's a few days until we hear the cynics among us cry out against the so-called "Hallmark holiday".
Some people have a somewhat bizarre hatred of February 14.
It's a pre-ordained day of the year when people show the one they love affection, and possibly buy or make them sentimental gifts, or send them flowers, and write cards declaring their love for each other.
It's the one day of the year when soppy Facebook posts and public displays of affection are supposed to be tolerated.
The anti-Valentine's Day brigade makes a lot of arguably valid points.
If you truly love and appreciate someone, would you really wait for a certain day of the year to tell them?
What is special about receiving gifts on the same day as everyone else?
Isn't it putting too much pressure on the "other half" to meet society's expectations of what love looks like?
And doesn't it just rub it in the face of those who might not have someone special to celebrate with?
Valid points, yes - but Valentine's Day isn't the only holiday we celebrate that fits this description.
Mother's Day in May and Father's Day in September could also fall under this umbrella of "Hallmark holiday", but rarely do.
Instead, they are seen as days of celebration, a chance to recognise the hard work mum or dad has put in over the years.
These celebrations are a tradition, usually one that starts at kindergarten or at a school market, making or buying questionably sexist products at school markets - soaps or flowers for mum, tools or aftershave for dad.
They are both also commercial holidays, with every second ad screaming at you to "Buy Mum the perfect bit of jewellery to say thanks!" and "Buy Dad something he'll truly love."
There is pressure on children to choose the perfect give and to keep their parents happy, so they can, in turn, post about it on social media.
Is that cynical?
Instead of focusing on the commercialism of Valentine's Day and overlooking the syrupy saccharine of Mother's Day and Father's Day, perhaps we should just view all of these days as an opportunity.
Every day is a great day to show how you feel, but sometimes a little reminder doesn't hurt.
Acknowledge the "Hallmark-ness" of the day, but embrace the joy of it anyway. Buy your loved one a gift "just because", even if it is because it's February 14.
After all, it's never a bad idea to share the love.