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We usually think of Valentine's Day gifts in terms of decadent chocolates, lush roses, glittering jewelry, and luxurious lingerie — pretty much everything except, well, valentines. You remember ... those cards made out of paper, usually in some shade of red or pink, crowded with hearts, kiss marks, and Xs and Os? People once used them tell their sweeties — or would-be sweeties — how much they cared, before the annual celebration of romance transformed into an expensive dating ritual that requires flowers, chocolates, and fancy dinners.

Now that the economic crisis makes such extravagance imprudent, if not impossible, why not focus on finding an actual valentine for your love this year? Even if your ever-slimming wallet can't sustain a dozen red roses, a big heart-shaped box of chocolates, and dinner for two at Jardiniere, you can still express your affection with an actual paper note personalized with a sentimental message. But don't run off to the drugstore and settle for Hallmark cliché — San Francisco has several local, independent retailers with an eye for cards that are stylish, sweet, sentimental, and sexy.

FINE PRINT

At crisp, cheerful Glen Park boutique Perch (654 Chenery, SF; 415-586-9000, www.perchsf.com), Zoel Fages has harvested a splendid variety of valentines, including a handful of cheeky cards from local letterpress company Old Tom Foolery. These delightful cards use footnotes to clue in that gorgeous, if somewhat dense, special someone you've been lusting over. For example: a missive with bright pink letters asking "Will you be my valentine?*" is underscored by slightly smaller letters noting "*FYI: I'm easy." If paper and envelopes aren't your thing, check out other options, like Moontea Artwork's plushy hemp cotton pillow, block-printed with a red heart and the words "Je t'aime." It even has a handy pocket on the back, perfect for a handwritten note or a handful of condoms — and for displaying year-round.

SCREEN DREAM

When Cupid shot an arrow through the heart of Matthew Grenby, he used his techie background and design sensibilities to create e-mailable floral love letters for long-distance sweetheart Irene Chen. "When I opened the letter, I was wowed," Chen fondly remembers. "It was a wonderful feeling, like receiving a handwritten note, but it was online." Grenby wooed Lafayette native Chen away from New York and back to the Bay Area, where the couple turned Grenby's innovative communication idea into e-stationary business iomoi (www.iomoi.com). A one-year, $15 subscription lets users select design templates, colors, and scripty fonts for classy e-cards. Sure, the concept is not exactly groundbreaking, but e-stationery is certainly more aesthetically pleasing than your standard box of Gmail text. And the lucky recipient will appreciate that you put time and thought into your presentation as well ...