Lucky in love couples across the country were lavished with chocolates and cards to celebrate Valentine’s Day.
But it seems cupid’s arrow didn’t reach us cynics in Yorkshire who could not find a space in our hearts for this romantic date in the diary.
So much so that residents from the region topped the list of Valentine’s Day deserters, with 71 per cent saying they were no more loving towards their partner on this special day.
As an old romantic at heart I was initially shocked and disappointed at my fellow countrymen and their reluctance to embrace this tradition, but wondered if maybe they had a point.
After being bombarded by weeks of teddies, hearts and loved up couples being splashed across our TV screens in the run up to the big day, the novelty did start to wear off.
And I started to wonder if Valentine’s Day had simply become a holiday engineered by the card companies to make money?
In fact the romantic celebration is thought to have originated from one or more early Christian saints called Valentinus.
The most famous story is about Saint Valentine, saying he was imprisoned for performing weddings for soldiers who were forbidden to marry and for ministering to Christians, who were persecuted under the Roman Empire.
During his imprisonment, he is said to have healed the daughter of his jailer and legend states that before his execution he wrote “from your Valentine” as a farewell to her
As a result hand written love notes have been exchanged, but since the 19th century this has given way to mass-produced greeting cards and flashing the cash on presents.
And now the day is big businesses and in the UK, just under half of the population spends money on their Valentines.
Around £1.3 billion is spent yearly on cards, flowers, chocolates and other gifts, with an estimated 25 million cards being sent.
I love romantic gestures and whilst cards and flowers are nice, a girl likes to feel appreciated 365 days a year.
Instead Valentine’s Day has become a get out of jail free card for those who take their partner for granted all year round just to pull it out of the bag with a bunch of flowers one day out of the year.
And true to form, those who had spent all year slagging their significant other off were all of a sudden gushing about them with pictures of bouquets and cards plastered all over Facebook.
One-off romantic gestures will certainly earn brownie points but it’s the little things throughout the year that will add up to more.
Finding someone who will listen to you moan if you’ve had a bad day at the office.
Someone who will run you a bath if you’re feeling stressed or walk to the shop in the rain to buy you Lemsip when you’re ill.
That’s what true romance is all about in my eyes - not about flashing the cash once in a blue moon but about thoughtfulness.
Don’t get me wrong, a lavish gift every now and again is always appreciated but consistency is far more attractive than one off grand gestures.
For instance my parents have been married for nearly 36 years and I can rarely remember seeing a Valentine or anniversary card exchanged between them.
But my dad buys my mum flowers every week without fail simply because he knows how much she loves them. So while I hope love was in the air this Valentines across the region, I hope it lingers a little longer than one day.