Well, me and my girlfriend agreed that we wouldn't celebrate the day at all. That means no sentimental sms messages, no flowers, no presents whatsoever. It's kind of hard for me to do anyway, because she lives some 20 miles off and we're both extremely busy with our lives.
Generally speaking, I was never really into Valentine's day. If I want to be romantic, I'll be so any given day of the year. If I want to give someone a present, I will do so (given that I have money left

). The only time I sent a Valentine's card was when I met someone on vacation. She thought it was really sweet and while we never dated, there were some really intimate messages travelling between the two of us. Come to think of it, I think I actually made a flower shop deliver a single red rose to her on her birthday (to which she - of course - replied "Oooh you're so sweet!!"). Yay me!
Yet, yesterday when she came to my place, I couldn't resist surprising her. I claimed to have forgotten something and ran off, but instead I ran to the nearest flower shop, bought a single white rose (seems like I've got a thing for roses going on -

)and even managed to keep it hidden while running back towards her. She thought it was a really sweet gesture, so I guess I've scored some Romance Points doing all that.