It's happening again!

Maybe it's referring to the people to whom Valentine's gifts are given, as in "Be my Valentine", but probably not.

No, absent , sadly not, it was definitely along the lines of a suggestion of a different gift for "Valentines" , the implication being that the reference was to the day, not the person/s , if you see what I mean.

And to add insult to injury-no apostrophe?

Are these Americanisms creeping in or just lazy speech. Don't know which is worse a wrongly placed apostrophe or a missing one

Both