No matter how we express love for one another, Valentine’s Day is an occasion to show that special someone how much they mean to us.

Given how all-encompassing love is, it’s unsurprising that the types of brands making Valentine’s Day offerings go beyond the conventional chocolate, jewelry, and other traditional holiday tropes. Even in categories where we expect holiday-themed releases, brands are getting creative.

Of course, making that gesture to a “special someone” might not necessarily mean a spouse or a person with whom we are in a relationship. According to candy manufacturer Ferrero North America, 64% of Americans believe Valentine’s Day should be celebrated with friends as well as romantic partners. Galentine’s exists for a reason.