Also embracing the partnership theme is American Express, whose mercantile philandering has led to them to experiment with multiple alliance partners in order to deliver their customers the most satisfying valentine deals on the market. While this technique may well increase their depth of penetration would you still be able to respect them in the morning?

Indeed, it would appear that commercial promiscuity is more than a permissible sin on Valentine’s Day and what’s good for the goose is most definitely good for New York’s Empire State Building. Every year, the landmark offers the ideal romantic venue for courting couples who are keen to tie the knot on the structure’s 80th floor. As a “reward” for doing so, each innocent pair of newlyweds are automatically enrolled in the Empire State Building Wedding Club, entitling them to free admission to the Observatory on their anniversary. An icon of tasteful dining, Planet Hollywood chips in with a certificate for a free meal, as part of a "goodie bag" given to each hungry bride and groom.

If all of this shameless commercialism leaves you wondering just how effective brand Valentine’s Day is, perhaps you should take a moment to consider the value in terms of the annual marketing calendar. According to Visa.com, the average Canadian male will spend around CA$96 (US$64). US researchers vary on their figures but come in around US$80-100 for American males. TRFC in Thailand estimates that men in Bangkok spend around 600 Baht (US$14), which puts the UK at the bottom with a paltry £7-8 (US$10) (London’s University College poll).

Despite the spending limitations of the Brits, it’s safe to assume that this is a big opportunity to tie your brand with a guaranteed revenue-generating event. And many brands do find ways to relate with the theme no matter how remote. Chubb Insurance latches on to the inevitable marriage proposal scheduled for Valentine’s Day by encouraging men to insure that diamond ring before popping the question. And one must applaud the brand specialists for clever marketing at Universal Star where the opportunity exists to give the ultimate in celestial indulgence by christening your very own mass of interplanetary gas in the name of the one you love. Others are more obvious in their connection with the date and their brand. South African diamond producer DeBeers created 20,000 special edition Millennium Diamonds, each one complete with a unique serial number and a laser carved logo to provide the ultimate in luxurious extravagance. Depending on your view of the millennial calendar, this marketing event can be made to extend over a two-year period.

But while the big brands are often predictable in terms of their valentine marketing pitch, it’s often the smaller ones that catch the eye with an unusual approach sure to attract an international audience.

The Japanese, for example, have appropriated brand valentine to promote a regional event in Akita – an event that ostensibly has nothing to do with Valentine’s Day. The celebration involves the talisman of a water god being placed in a kamakura, or snow hut, which is then visited by locals and tourists, who drink amazake and pray for a successful harvest. To tie in with Valentine’s Day, the local tourist bureau is selling miniature replicas of kamakura complete with a water god’s charm, candles and, of course, white chocolate, for 1,200-1,400 yen (US$10). Orders are coming in from as far away as China and the US.

Ian Cocoran is a Senior Manager with one of the world's largest chemical distributors. He has an MBA in Marketing from the Buckinghamshire Business School and lives in Glasgow, Scotland, with his wife Kate and daughter Lucy.