It has been the bane of every man’s existence for the better part of recorded history, and has caused distress and heavy drinking for single people for nearly as long. It is the inevitable topic of a column devoted to sex and relationships, published in mid-February. Its name is Valentine’s Day, and you should all be very, very frightened.

Well, maybe not frightened, but at the very least vigilant and aware.

This is a holiday that is devoted to relationships and the love/like that is shared between two (or more, I’m not one to judge) individuals. At least that is its intention. What the holiday usually ends up doing is forcing men and women to spend ridiculous amounts of time and money on getting the perfect gift for their partners, and forcing all of us single people out there to reflect on the fact that we are, in fact, single. Whether by choice or by circumstance, no one likes to be reminded that they are alone on this holiday.

But my friends, please do not despair, for I have good news: if you find yourself grouped in with any of the aforementioned generalizations, you are viewing this holiday all wrong.

For those of you in a relationship or situation that warrants buying your partner a Valentine’s Day gift, think back to the golden rule for Christmas, birthdays and any other gift-giving occasion — it’s the thought that counts. Who cares if you spend that extra $40, $50, or even $100 on that giant bouquet of flowers that you put no time or effort into? Same goes with jewelry and pricey trinkets.

Romanticism draws from the creativity and effort that you are willing to use to put a smile on your partner’s face, and an extra-fast beat in their heart.

Cover her bed with hand-picked flowers, make your guy his favorite meal with his favorite brew or even just steal your partner away from a night of drinking Downtown so you can both cuddle on the couch and watch a bunch of your favorite movies; the best gifts are the ones that require more planning and thought than money. After all, anyone can swipe a credit card, but only your special someone can give you what your heart really desires.

And for you single people, please don’t think that I have forgotten about you. Although all your friends who are in relationships or are seeing someone will (hopefully) be spending the day/night with their partners, I guarantee you that there is still a significant number of single friends that you can surround yourself with so no one feels lonely when there is so much love in the air.

And believe me, love is in the air. Although you may enter the holiday single, that may not be how you leave it if you play your cards right. So go party or hang out with your friends, meet some new people and let the holiday work its magic. At the very least, you’ll have a fun night. At best, you’ll find yourself paying attention to a different section of this column next year — the part devoted to those in a relationship.

Use this coming week to plan an unforgettable Valentine’s Day for your special someone or to find yourself a new person to devote to your affection, and don’t let your relationship status hold you down.

Happy Valentine’s Day!