Accept and move on.
For instance, if your husband is the kind that thinks romance is just leaving enough money for upkeep through the week.
Or your wife thinks that she's done her romantic quota for the year when she's present as the house-help cooks.
Others think that leaving your spouse alone and spiriting the children away for an afternoon of uninterrupted napping is romance.
While some couples may be satisfied with this, Valentine's need a kind of steroid boost.
It's a day to paint the town red and have grand gesture worthy of a romantic comedy.
1. Avoid comparisons
You're already aware of your partner's inability to be romantic. You don't need to torture yourself by wondering what could be out there for you. Stay away from all the couples sharing the Valentine's day exploits on social media. Don't participate in workplace discussions where your colleagues are discussing what they could be getting from their partners.
2. Don't nag
Don't suddenly start being demanding and asking for things beyond the realms of your partner's imagination. You can't force romance. There are other things that are keeping you with your partner. Concentrate on those. Accept and move on.
3. Lower your expectations
Don't go into Valentine's expecting your usually stoic spouse to suddenly realise that they need to be like other couples on the day. Completely lower your expectations. That way even if they get the inclination to buy a generic card, it can make you happy.
4. Treat yourself
There's no rule that says Valentine's can't include self loving. Go out for a decadent dinner by yourself. Enjoy a spa day. See a movie you've been dying to see. Spend money on yourself. You don't need your partner's romance to be happy on Valentine's day.
5. Be someone else's Valentine
Valentine's was originally meant to celebrate love but pop culture converted it into some kind of lover's day. Rather than expecting your partner to miraculously sprout romance, you can be someone else's Valentine. Don't use the day to make your spouse jealous. Use the day to make someone who doesn't have a Valentine happy. It can be a colleague, a person in need of charity, a single friend or one who just got out of a relationship. Exchange thoughtful gifts with this person and go out to dinner.