Throwing out the baby with the bath water seems to be vogue today.  People even are talking about killing newly born babies.  Valentines Day from a leadership point of view see that no one is left out and even see something special from an anonymous cupid like "Santa Claus."  In High School I remember on Sweetest Day that the person running the operation where students would buy a carnation for each other, that a group of mothers made sure EVERY student received at least one flower.  It takes a little work, but that little work will create a lot of morale for the business, especially if it is done creatively and tastefully.