It may seem like retailers have limited options, if they want to succeed in today’s wacky brick-and-mortar store environment.

The red and pink candy, hearts, and flowers have exploded in stores and on sites across the country, and retailers are in the mood for l-o-v-e. The National Retail Federation (NRF) expects it to be a record year for Valentine’s Day shopping, with more than $20 billion being spent on everything from cards to clothing.

It’s a classic battle: art versus commerce, editorial versus advertising, journalism versus sales—and it continues to play out in new, super-interesting, slightly frustrating ways all across the media and marketing landscape. Buckle up, baby!