I don't know much about what happens in the USA so can't really comment.
Ask me what happens in France, and I can tell you it is a day for lovers. They don't give cards to family and friends there, but usually have an intimate celebration like a champagne dinner for two with maybe a piece of jewellry involved!
Anyway, what I find weird about all the celebrities calling their various children their Valentines, with an s, is that they must feel the need to have at least two or three or maybe more Valentines, maybe because they're so hungry for adoration from multiple people? Meghan and the Kardashians fall into that category.