I have never been a fan of Valentines. There is something a bit sad about watching men queueing up for overpriced red roses and wasting their money on dodgy chocolates and bubbles because it's the 'done' thing.
In my opinion, if you are going to buy something, make it thoughtful. I'd be very happy with a breakfast in bed delivery from Gails. Underwear is pretty trashy in my opinion - something like a fragrance from Santa Eularia is much more sophisticated. If you really want to push the boat out, anything dainty and sparkly from Otiumberg would score top marks.
Regardless of gifts or tradition, the most important thing to me is the card. Just because supermarkets & petrol stations are open, doesn't mean they should be your first port of call. Try Scribble & Daub, Memo Press or Papier for a more personal and thoughtful touch.