The boring wonder that is Valentine's Day is nearly upon us again. Ah yes, that sweet gentle reminder that every year we should love our loved one or if we haven't got one, find one.
The pressure's on eh? Like everything in America it's a bigger, bolder affair over here. Everything, it seems, can have a love take on it. No matter what store you're in, there's some Valentine's merch staring at your face.
Even my local garage has a lovers' special on tyres. Nothing says "I love you" more than a sexy set of retreads.
The most unnerving thing of all, though, is the amount of children's paraphernalia with a Valentine's theme. Activity books, toys and cartoons all depicting the importance of this day. Is it because it's so important to love, or are they just getting the commercialism in early because the young sprites of today will be the hopeless romantics of tomorrow?
I don't know how I've managed it but for the last four years in a row I've been away on Valentine's Day. Some job has always come up, certainly not by my choosing but without fail, Rosie my wife has waved me off as I've boarded a plane ...