But for most, it's not so easy to guarantee success on the day when tradition dictates overt romantic gestures.
If roses, truffles and a candlelit dinner alongside 60 other couples won't cut it, it can pay to look further afield.
Here are some of the most unusual ways to let that special someone know how much they really mean to you.
Volcano-gazing in Guatemala
At Lake Atitlan in Guatemala is Casa Palopó, an exclusive retreat hidden away with only seven rooms.