In my country St Valentine's coincides with another holiday: it's the wine and wine makers' day. The tradition is to go to the vineyard to trim the vines and of course to drink wine. Most of the Bulgarians are orthodox and many people disregard St Val. as something "foreign", as something that comes to threaten our traditions. Still, a lot of people celebrate both holidays: we buy wine AND chocolate/love card and celebrate with the beloved ones.
If you are curious about our holiday: here's a video clip with dances, song and the traditional trimming.