I'M always surprised by people who refuse to get into the spirit of St Valentine's Day. They dismiss it as a piece of unashamed commercialism designed with the sole intention of forcing them to part with their cash.

Well, of course it is that. But what's the harm in buying your beloved a little gift and getting a pressie in return... all in the name of love? After all, it's a long haul until Christmas (45 weeks, to be exact).

I look forward to St Valentine's Day, partly because I was a late starter and never received any cards or presents until I met my partner nine years ago.

That first bunch of flowers I received on February 14 seemed to signal a rite of passage... I'd finally made it into the grown-up world of romance.

We're taught that when it comes to buying presents for people, it's the thought that counts. While that's true, don't forget the present matters too.

Think about what message your gift is giving out. Be careful about sending her flowers to work: her colleagues may get a bigger and fancier bouquet, relegating you to the bottom of the love league.

And remember who the present is for. If your fella's mad about Leeds United, he'd probably prefer tickets to a game or a new piece of strip than a box of your favourite chocolates from Thorntons. And if any bloke is thinking about buying some red lacy lingerie for the lady in his life, remember most women would prefer something less racy. A CD would be a safer bet.

With a little thought and not too much effort, it's possible to find the perfect gift for your Valentine.

To help in this romantic task, we've put together a brief guide to some of the best buys for February 14, for him and her...

Love is in the air, quite literally, for romantics who check out the Activity Superstore. This company offers a wide range of off-beat activities, guaranteed to provide an original Valentine's gift. You can book a champagne balloon flight for two (£349) or if money's no object send your sweetheart to the moon with a sub-orbital space flight (approximately £70,000, predicted to start in 2005). For something more down to earth, but still out of this world, what about a night of salsa dancing (£19) or a sexual tantra weekend (£229 for two - naturally).

In all, there are 250 activities available. For more information, order a brochure by telephoning 01799 526 526 or email fun@activitysuperstore.com or visit www.activitysuperstore.com

Tell your beloved you are sweet on them with the new Candycards from the Jelly Bean Candy Company. Each card in the range features a small selection of beans in a flavour tied to the design and message. Choices include Hot Stuff (sizzling cinnamon Jelly Beans), Crush On You (crushed pineapple Jelly Beans) and Pure Passion (passion fruit Jelly Beans). Available from WHSmiths.

Allders has St Valentine's Day off to a T - or rather tee, with a dinky selection of golf goodies. Treat him to tee dispensers, distance finders and golf ball monogrammers. What's more, the store has reduced most of its men's accessories by 20 per cent until February 14.

For lovers of a different sort of tea, here's a different way to say those three little words. Emma Bridgewater has created a fun cup and saucer set saying I Love You... More Than Chocolate Cake (£19.95). For a catalogue, call 01782 201200 or email: sales@bwpottery.freeserve.co.uk or online at: www.bridgewaterpottery.co.uk

If coffee is more your loved one's bag, call into Starbucks for some Caffe Verona, named after the home town of those star-crossed lovers Romeo and Juliet (£4.95 for a 250g bag). Look out too for the chocolate Love Bug at 50p each.

Valentine's Day should be a day of indulgence... so when better to have your cake and eat it? Asda is selling special fairy cakes topped with pink icing and red hearts, at £1.38 for a pack of six.

If your lover adores chocolate but is counting the calories, here's a fat-free alternative which should give just as much pleasure. Handmade cosmetics firm Lush has produced a range of chocolate treats... massage bars made with real chocolate and moisturisers. Select from Black Magic (£2.95 for 110g), After 8.30 (£2.85 for 50g) or Choco La La (£2.65 for 60g). For mail order inquiries call 01202 668 545 or online at www.lush.co.uk or visit its branch in Coney Street, York.

Why not collar the sportsman in your life with a novelty tie from a smart new collection of mail order gifts? The silk ties from The Bacchanalian Express range feature golf flags, saddles and horseshoes, jockey caps, lighthouses and fly-fish among others and cost £24.50. Orderline: 0845 454 8009 or online at www.bacexpress.net

Inject style into your St Valentine's Day gift with the help of upmarket perfumers Penhaligon's. It's Love Potion eau de toilette for men and women starts at £20 for a 15ml bottle, or why not paint the town pink with the Serious Seduction Kit scented with Elizabethan Rose featuring bath essence, shower gel, body lotion, silver candles, eau de toilette, a pink feather and a leather eye mask trimmed in lace, priced at £50. For more details of Penhaligon's gift service call freephone 0800 716108 or visit www.penhaligons.co.uk

For a mum-to-be, here's a blooming marvellous gift idea: a maternity cotton T-shirt saying Made With 100% Love on the front (£14.99). Or what about a jersey top with the message It Started With A Kiss (£17.99)? All from Blooming Marvellous. For a catalogue, telephone 0870 751 8977 or online at www.bloomingmarvellous.co.uk

Updated: 09:24 Saturday, February 09, 2002