Women Valentine's Day shopping?

I am seeing a lot more women than men out here Valentine's Day shopping. I'm not against women buying their man a gift, but several women are purchasing balloons, cards, teddy bears, candy, & a lot of other pink & red things & im assuming and hoping that that's not for their man because times have changed & for the most part, as a society, we have agreed than men deserve "manly" gifts on V-Day with the exception of a box of chocolate or something lol but ANYWAYS, my question is who could they possibly be shopping for if not their man? Do women give V-Day gifts to their mother & children or grandmother or someone? 🤔 like idk. My mom never got me anything & she never got my dad anything girly on V-Day so who are you ladies shopping for? lol