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Last year around this time, I was extolling the virtues of self-love (and no, I’m not talking about that kind; maybe for another column). Now here it is: Valentine’s Day again.

Actually, Valentine’s Day was initiated at the end of December; I know this because I couldn’t find a friggin’ belated Happy New Year’s Day card because the aisles were prettily stocked with glittery, heart-laden manifestos of love that sing the Four Tops’ “I Can’t Help Myself (Sugar Pie, Honey Bunch)” when you open them.

BTW, glitter hurts when it gets in your eyes. Don’t ask me how I know — that’s another story. Maybe it’ll be up for discussion in the same column I explore self-love. I’ll call it “Glitter and masturbation: The sparkly side of love.”

But I digress.

I know some folks who hope the economic downturn significantly drives down flower deliveries to the office and giggly fawning over the latest jeweled adornment. There’s something to be said for recessions. Maybe they force us to express love from our hearts and not our pocketbooks.

Which raises this question: Which is more important, the gift or the giving?

This can lead to an often-nasty debate as to whether a Valentine’s Day gift is weighed in sentimental value or monetary value (and what that amount converts to in euros, yen and pesos). There are some who are wholly appreciative of a simple card and moonlight walk. There are others who demand wining, dining and shining.

The financial meltdown is going to upset a lot of people in the latter category this year. And a lot of corporations. It might just be me, but there doesn’t seem to be as many Valentine’s Day ads as there have been in the past.

But, this year, I’m not on the haters list. I’m not walking rapidly past the Valentine’s Day aisles in the grocery store or rolling my eyes at the mushy, kissy-face commercials. Except the PajamaGrams commercial. You know, the one where the girl drops her robe seductively to reveal the cotton tank top and pants beneath, and the guy winks into the camera as if to signal, “Let’s get it on”?

Despite the champagne in the commercial, it still looks like the couple’s about to have a slumber party and do each other’s hair. I’m not saying a woman can’t be sexy in cotton PJs. I’m just saying that commercial is really stretching it.

This year, though, I join the ranks of those a little bit excited about Valentine’s Day. I’ll spend it with a guy who enjoys watching sunsets and talking about quantum physics and doesn’t mind my ramblings on human conditioning and the media. It won’t be overly romantic or dripping with declarations of undying love. It’ll be an ordinary day with ordinary people trying to share something extraordinary.

So, here’s to Valentine’s Day — and making every day with loved ones count.