St. Valentine's Day (again)

Today is the 23rd of January. It's a good 22 days until St. Valentine's Day... that's over 3 weeks away. Yet people have already started to decorate for the holiday. When did we start decorating for St. Valentine's Day? I thought all we did was buy some chocolate, flowers or maybe just a card. Now we have to get window decorations, pink and white lights, and inflatable yard balloons. I haven't even taken the Christmas wreath down from my front door yet! I guess I need to be more "in touch" with the world, and go buy some decorations... How else will those retail outlets keep their doors open?