He doesn't like Valentine's Day — a made up Hallmark holiday, a consumerism day that forces people to buy flowers, chocolates, cards for their significant others. It is a brilliant scheme created by marketers to sway consumers into spending more. A day that requires one big gesture to show their feelings. And sometimes, it gives the impression that you need to spend more to prove that you love someone. A day that puts people into two separate sides of the coin — in love, or not in love.