It’s Valentine’s Day! Don’t leave your customers wondering how much you appreciate their business; show them with a Valentine’s promotion. Even if you’re not in the flower, card or candy business.

The cynics out there will say that Hallmark, advertisers and every profit-driven business in America have turned Valentine’s Day, and every other holiday, into a commercial monstrosity that’s all about money. While I don’t agree with this position, I can see where that idea comes from.

Holidays present the perfect opportunity (read: excuse) for a sale or giveaway. And that sale is justification of an advertising campaign. Not too many people really want to go to White Castle for Valentine’s Day, but the promotion gets people talking. Look, I even linked to it.

Saving customers money or not, sales and promotions are designed to make more money for the business. Get a customer in a store or on the site with the lure of a sale, and hope they shop around and buy more full-price items. Or buy enough stuff on sale to make up the difference. Either way, the sale is for the store’s benefit, not the customer.

But who wants to print a flyer or fire an email that says “Pretend to save some money but actually spend more because profits are down.” No one. A holiday gives people a reason to shop—for themselves, for holiday items or for gifts. It doesn’t matter what the holiday is, you’re bound to need something.

But if you’re not a Wal-Mart or department store offering something for every imaginable need, your products might not always mesh with the holiday being advertised. Then what? Get creative, that’s what.

It’s Valentine’s Day. You are not a florist, you’re an auto repair shop. Not romantic, but it is practical. Give the gift of safety. Or treat yourself. Or be daring and show your buddy how much you care—it’s a manly gift, so it balances out.

You get the idea. People love to shop. Give them a reason to and they will. Make them feel like it’s acceptable and expected, and you’ll get a customer for life.