For the most part it's done in their typically understated fashion. I haven't seen any greeting cards that specifically mention Valentine's Day (but then, this is not a greeting-card culture), and few places have put up tacky (or even tasteful) decorations.
The main point of the holiday seems to be, unsurprisingly, food. A number of restaurants have put up discreet signs advertising special "Saint-Valentin" menus, and my local luxury-food store was advertising (without actually citing the holiday) foie gras for two with sweet wine before the fire. (A bit different than the typical American menu, that.)
But there is one industry that loudly and publicly celebrates Valentine's Day -- the sex shops:
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