One of the things that I find living in North America is that we have our own holidays and customs. If you have never traveled outside of the country, then you would be unaware that other parts of the world have their own special days as well.
A good example would be the one that I found on a dating blog. Now, I came across this blog by accident, but I found the content interesting so I took a read.
What I learned is that over in Japan and Korea, they celebrate White day which is very similar to our Valentines day. The difference being that it is on March 14th, and they also observe some other customs.
Now, you could look at this as something new and embrace it - instead of taking your wife out just for Valentines day, you could always take a trip and celebrate other romantic holidays around the world.