Don't be so cynical, and the value you put on tradition is an entirely personal thing. Valentines day has been celebrated for hundreds of years as well so it's by definition a tradition.

We spread out days throughout the year to put emphasis on the people who are dear to us, ofcourse we should show them every single day, but it's not a bad thing to highlight a day of the year.

And since you've decided it's only about consumerism, let me give you a few ways to go above and beyond for you partner without having to resort to consumerism:

• Learning a skill related to your SO
• Revisiting a place or activity you enjoyed together, maybe throw in a well prepared picnic
• Growing your own flowers in advance
• Cooking a meal which is difficult and high effort to make

The amount of value placed in a day like today depends on relationship, but saying it's only about consumerism is such a big cop-out.