Is it normal some parents treat valentine's day like a second christmas?

I work at retail in multiple departments and noticed this. The parents would say stuff like "my kid would be upset if I didn't get them anything for Valentine's day" and proceed to buy chocolates, toys, or an expensive electronic item. Since when did that holiday become a family holiday? Heck, the original concept of buying stuff for your spouse that day is utter horse crap too. IIN?

Is It Normal?
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