Today, Valentine's Day, is the one day of the year when men of all ages profess their love for their nearest and dearest - well they do if they know what is good for them.
Teddy bears with hearts all over them, boxes of chocolates by the tonne and enough roses to keep florists in Caribbean holidays will be handed over, along with the obligatory greetings card.
Yes, it is a retail-inspired exercise in tackiness, but what is wrong with telling someone that you love them? We all do it far too seldom and remember, we can say it for the other 10 months of this year for free.
But if you have forgotten today's presents, the remainder of the year could be very silent.