I agree it's just an excuse to sell crap for £££ lol, but kind of cute at the same time.
I didn't know what to get him, in the end I bought this devil from Clinton cards that says "Im hot for you" and it's a bed warmer (I got it because we were talking about hot water bottles and how cosy they are etc lol). Also going to make him a chocolate cake. I got him a card too obviously and I have heart confetti to go in it. I thought that would do, not sure if we're going for a meal now though - if we don't, we will get a takeaway most likely.