Who Do You Buy For On Valentine’s Day?

I had a conversation yesterday with some male co-workers about Valentine's Day. Specifically gift giving on love day.

We were discussing what they had bought for their significant others and I asked what they would like to receive in return? The response was surprising to me. All 3 said, 'nothing.' Apparently, these men just shower their ladies with love and gifts and don't expect a gift. So my question is, who do you buy for on Valentine's Day? Is it just a day for ladies or ladies do you get something for your man too?