I don't mean this in a morbid way. Instead, we so often take for granted the people in our lives, thinking that they will be around in our future when that is frequently not the case. People move apart, physically and emotionally. Unexpected events can dramatically change people's lives making them no longer a part of ours. Sometimes, it is our own inattention that leads to these changes.
Basically, contemplate your mortality as a means of celebrating your affection. Show the ones whom you love that you love them while you still have the opportunity to do so. What better excuse is there than a Saint Valentine's Day / Ash Wednesday crossover celebration?