Love it or hate it, Valentine's Day always causes a stir, and tomorrow will be no different.
Weekend Argus asked celebrities what they think of the day and how they will be spending it.
Television heartthrob Janez Vermeiren from Top Billing and Top Travel tries to make an "extra special effort" on the day.
Vermeiren's job takes him to cities around the world where he stays at top hotels, but this year his Valentine's Day plans include a sumptuous affair for two in at home in the Mother City, and if all goes according to plan, his girlfriend of just ovYugendree Naidooer a year, Juliana Vasconelos, will be in for a treat.
"I am taking my girlfriend to a very nice hotel in Cape Town. I've never stayed over in a hotel in my own city so I'm taking her for a nice supper, followed by breakfast in bed. The room will be personalised and be all about things she likes.
"For me, every day should be Valentine's Day, but I think most girls have great expectations, so you have to show that you're putting in a little bit more of an effort (on the day).
"I've been travelling around the world for six months and working at my own company, so to put a couple of hours aside for my relationship is a must, otherwise I'm in the dog box."
Ewan Strydom, presenter on All Access on M-Net, has last-minute plans to spoil his Hungarian-born wife, Adriann.
"I think Valentine's Day is a day where we are allowed to celebrate our love and express it to someone special. It's the one day where we can pull out all the stops and spend a nice day with someone we love. I'm not sure what I am going to do; I like doing things at short notice."
Jeannie D from Top Billing will be filming a Top Billing episode in New York and will spend tomorrow with friends at a restaurant near Central Park.
"I believe when you're in love, every day should be Valentine's Day. You shouldn't go overboard but do something special as a sweet little reminder of your love."
Celebrity handyman Aidan Bennetts will do something very romantic with his girlfriend, Karlien Seegers.
But he can't reveal too much as he has some surprises in store: "Valentine's Day for me has nothing to do with the size of the present, but rather the manner in which it is given.
"It's all about surprise. Use your imagination, the past has taught me that sincere effort will reap delicious rewards later on.
"In my case, I'm planning a luxurious picnic with all the spoils on a lawn overlooking the ocean, but shhhhh... don't tell my girlfriend, it's a surprise."
Model and Elizabeth Arden spokeswoman Lerato Moloi is not a big fan of the day but says being taken somewhere special, or doing something different, would be worth it.
"For me Valentine's Day is like any other day. I do understand the whole hype about it and I appreciate it but I don't really celebrate it. I make an effort every day but I suppose I can make it extra special on the day.
"I will just keep it simple and go to dinner at a nice restaurant with my husband and relax at home afterwards, just the two of us. For me, I would also like an extra special effort to be made, like my favourite flowers - roses in every colour."
Her husband of nearly two years, Sibusiso Hlatshwayo, is a businessman and Moloi says he deservs a holiday.
"He's been working really hard and I think I will take him on holiday to an island with nice white sand and crystal waters soon, probably Mozambique."
Model and actress Christina Storm misses school days when sending anonymous Valentines was "fun and sweet".
"I love Valentine's Day but I haven't received any gifts for the last couple of years. I used to like it in school days when we received cards; that was fun.
"These days, people don't make that much effort and they should - its fun getting a card and you don't know who it's from. This year I'm going away to a game reserve in Mpumalanga with some friends and the kids."
Storm said her daughter, Ruby, five, from her relationship with former Springbok player James Small was very excited about Valentine's Day.
"She says she's got three boyfriends and doesn't know who to give a card to."