I think if people enjoy it where’s the harm?
Is a huge commercial rip off but then so is Easter and Christmas and I presume adults know this and will either be happy to pay or perhaps find a different way to celebrate. We never really celebrated Valentine’s Day, I think when we were courting, back in the midst of time, we sent cards to each other but cannot remember doing anything else.
Would just advise against red roses, vastly inflated in price, and put a few bunches of daffs together wrapped in a red ribbon. Daffs are presently a £1 a pop in Lidl but you would need a fair few bunches, even so would work out cheaper.