Ah, Valentine’s Day. Where we celebrate the heartbroken Saint Valentine, so distraught at being dumped he cut into his chest and sent his still-beating heart to his love. How romantic.

Further Wikipedia-based facts reveal that worldwide, we send more than a billion Valentine cards, making February 14 second only to Christmas for widespread card-sending mania. Of course, there are also the flowers, the chocolates, the jewellery, the going out for dinner and so on.

A series of surveys in 2008 revealed men were likely to spend an average of between £20-£70 on their lady friends and that, as an industry, Valentine’s Day came with a multi-million-pound price tag.

Of course, by now we know these consumer frenzies, as fun as they are, also equate to a wealth of environmental boo-boos.

Still, if you gloss over the seasonal profligacy, there is still something intrinsically hippie about dedicating a whole day to honour love. And, as it turns out, a gift that is part of some convoluted chain of bad things on the other side of the planet might not be the best way to show you care.

A study carried out by the Department For International Development discovered nearly half of all women would prefer no gift at all than a non-ethically produced one. So how to tread the narrow path to Valentine virtuosity?

“It’s been said before and I’ll say it again: don’t get sucked into the commercialism,” says Katie Fewings of ethicalweddings.com. “Instead, do romance your way. I know we shouldn’t need a day to make us be romantic. But sometimes our lives get so busy, busy, busy the big One Four of Feb can be a handy wake-up call to look at the person sharing your busy, busy life and think, hmm, we should spend more time doing stuff together.”

That stuff doesn’t have to be the standard flowers, chocolates and a meal. Katie says all you need is a bit of imagination.

“Head into the countryside and take a stroll through a snowdrop- carpeted wood, make a donation to your partner’s charity of choice, make your own Valentine’s card, cook for each other, read poems or snuggle up on the sofa.”

Of course, fretting about the environment on the most romantic night of the year might take the shine off things a little, what with it being about spontaneity and decadence. But then again, it depends what spontaneous means.

“If that means ducking into the local garage for chocolates and a cheap bottle of wine just before you pull up at your loved one’s door, then I’m afraid your eco ideals might be tarnished,” says Kate.

“But if you abandon your house cleaning plans for the day to take a long walk by the seaside, devouring a cream tea en route and then cosying up in a small, local B&B for the night, your eco dreams should still be nice and shiny.”

Top tips for a greener Valentine’s day

Smell the flowers, don’t pick them

Try a romantic walk through woodland carpeted with late winter snowdrops – possibly Mitchmere Farm, Stoughton or Pembury House Garden in Clayton.

Go organic

If you can’t resist the romantic lure of a bunch of flowers, ask your local florist where the flowers have come from. Are they organically grown or fair trade?

The Department for International Development suggests that despite the air miles, African flowers have a lower overall energy consumption than European flowers – and you will be supporting workers in developing countries by buying them.

Southern Water says drought-resistant plants make an environmentally and financially economic alternative to twelve red roses.

Just giving

If your partner isn’t the sort for knick-knacks and trinkets, make a donation to their charity of choice instead.

Try some DIY

“Sorry card industry but you lose out again with this one,” says Katie Fewings of ethicalweddings.com. “Make your own Valentine’s card – the time and effort you put into it will be far more precious to your partner than a slick, professional but shop-bought token of love.”

Chocolates

With more than 36 million heart-shaped boxes of chocolates bought every year, picking fair trade or organic chocs is a sure-fire way to send a message of eco-love.

Divine, Green & Blacks, Traidcraft, Hotel Chocolat and Montezuma’s are all readily available across Sussex.

Buy Nothing Day

“To enjoy the romance but defy the commercialism of Valentine’s Day, see if you can go the whole day without buying a single thing,” says Katie. “Cook for each other, read romantic poems, snuggle up on the sofa and entertain each other – all for free!”

No need to wine about air miles

Get some fizz to celebrate this Valentine’s day but without racking up the air miles. The 2005 Sirius Rose sparkling wine from Bookers Vineyard in Bolney is available in 34 Waitrose stores across the South East.

Eco ways to propose

Thinking of going all the way this Valentine’s Day and proposing to your other half? Ethicalweddings.com suggests that consummate greenies could weave a piece of grass round their loved one’s finger while spending a lazy day in the countryside. Your grandmother’s wedding ring is both beautifully sentimental and has oodles of vintage-chic, or eco-foodies can use a hula-hoop or spaghetti hoops to pop the big question.

When it comes to buying the real ring, you would be hard pressed to find a more ethical jeweller than Cred Jewellery in Chichester.

Visit www.credjewellery.com.