I was reading Bob's Top 5 post on Valentine's Day, where he gives the typical male perspective on Valentine's day.
Before I go on, I'll let the 2% of you who don't know the male perspective on Valentine's day spend some time reading his response.
I share his attitude towards Valentine's day, but rather than complain about the expectations of popular culture, I've taken a different tact.
I practice random acts of giftitude.
Rather than following some calendar-based approach, I give my wife gifts at random intervals, and of random sizes.
Now, I don't suggest that you go cold turkey and totally abandon such biggies as birthdays, or any major family holidays. I don't think that's a healthy thing to do. But you can reduce their size.
There are some big benefits to this approach: