In a world where you're more likely to meet your partner by swiping right than leaving your home and interacting with real humans, people still want to celebrate old fashioned love … and it's beautiful.
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Love is beautiful and there is nothing wrong with showing it in any form, at any time of the year.
But we have reached the time of year that divides people like few others.
Valentine's Day either brings pure joy at the thought of giving or receiving a romantic gesture or sheer panic at being alone on, or forgetting, the so-called holiday.
One Wagga florist was stocked with buckets full of flowers lining the floor from the back to the front of the shop in preparation for the rush ahead.
A Wagga shopping centre had a steady stream of men exiting it at lunch time, their arms laden with flowers and boxes of chocolates.
Some last minute gift-grabbing, perhaps gents?
Of course, there are people - both single and in relationships - that refuse to acknowledge the day or spend a dollar in honour of it.
There is a lot of pressure on February 14 to show your love for your partner or spouse, when it is assumed you also love and appreciate them the other 364 days of the year.
Thousands of dollars go toward this one day, it's a gold mine for florists, card shops and chocolatiers.
And there is absolutely nothing wrong with showing your partner how much you love and care for them.
But why can't couples exhibit the same behaviour as they do on February 14 in June or September?
Social media was bombarded yesterday with people posting pictures of flowers, chocolates and other gifts and it was impressive to see the lengths partners went to for their significant other.
But those gifts would be more impressive given on a day that wasn't laden with pressure to spend money or make a grand gesture.
Cupid does not have to make his yearly visit before this type of show of affection is acceptable.