I hate how the commercial industry exploits holidays, but I also understand they need to make money, so they're just doing their job.  It's up to us to decide what we do with all of that exploitation.  

You hit the nail on the head with your cookie making and crafting ideas.  Just spending time with the ones we love is a great way to spend the day.  Heck, I'm planning on visiting the Farm's Market today.  Maybe not the traditional way to spend Valentine's Day, but if you're with someone you love, or even by yourself, purchasing the ingredients for a great dinner, cooking it, and then enjoying the results is one way of spreading the love (as long as it doesn't spread my waistline at the same time)......................:)