Many of us may be looking forward to nothing more on Valentine's Day than a crumpled card and some wilting daffodils.
However, some people really go to town. While the average Brit spends about £45 on their loved one, some have a rather bigger budget - and make the most of it.
And who knows? Maybe you'll win the lottery, in which case you'll need some good ideas yourself.
From a GulfStream Jet to an ancient tree, we look at some of the best celebrity Valentine's Day gifts.
Valentine's Day rip-offs
We know what you're saying: there's nothing terribly extravagant about flowers, especially when you can pick up a dozen red roses for a tenner a bunch. But it's all a question of scale. Back in 2011, Justin Bieber wooed Selena Gomez with the entire contents of a florist's shop - let's just hope she had enough vases to hold them.
A new phone can be a practical present - and can help a loved-up couple stay in touch every minute of the day. But if you're one of the world's best-selling musicians, and married to Beyonce, you need to do a bit better than that - which is why the rapper made sure that the phone he gave her in 2009 was plated with platinum. It reportedly cost $25,000.
The best-value Valentine's gifts
Not for Brad Pitt an African violet in a pot; when Angelina Jolie was choosing a Valentine's gift in 2010, she decided to go a little bigger. Her choice was a 200-year-old olive tree, which was planted at the couple's French estate. The olive must have seemed like the perfect gift, symbolising peace - but wasn't enough to prevent a split that's still reportedly pretty acrimonious.
A (non-cuddly) toy
Well, it certainly makes a change from a teddy bear clutching a heart: an antique carousel horse. Courteney Cox gave one to her then husband David Arquette in 2010, spending a reported $45,000. Nobody has any idea why.
10 great discounts and freebies for Valentine's Day
Any car would be a pretty extravagant present - all the more so when it's a Bentley. Unfortunately, Katy Perry's choice of a £200,000 lilac-coloured Bentley Brooklands for Russell Brand wasn't enough to keep the two together. Even going one better to buy a $20 million GulfStream jet, as Tom Cruise did for then wife Katie Holmes, is no guarantee that things will last.
When a couple's wedding involves golden thrones, you know that they're not scared of a bit of bling. So it should come as no surprise that David Beckham was happy to splash out on a Bulgari necklace for wife Victoria back in 2006. Dripping with rubies and diamonds, it's said to have cost £5.5 million.