It's a Hallmark "occasion" even though the Hallmark website champions it as a holiday. It's an occasion because it does not apply to everyone. Not everyone is paired up, nor does everyone have a loving family, believe it or not.
Everyone is single at some point in their life, yet we never celebrate our singleness. Have you ever thought about that? Although Quirky Alones Celebrate the International QuirkyAlone Day (IQD) today and, IMHO, this should be adopted into a world-wide holiday because it is inclusive of all people. How about celebrating ourselves as individuals? But noooo, we have to celebrate coupling up to procreate, when the world is already overpopulated. Crazy.