Big expectations are put on events like Valentine's Day and anniversaries, with couples showing their love for one another through gifts, cards and other thoughtful displays of affection.
However, for some couples these big events can be their downfall, as gaps in relationships are laid bare thanks to forgotten dates or lacklustre effort.
After one woman's husband forgot Valentine's Day, despite her asking about it, she decided enough was enough and started an affair behind his back.
The woman, known only as Emma, admits she "didn't go about things in the right way", but doesn't regret her choice as it made her realise what she was missing in her old relationship.
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Emma wasn't planning on having an affair but a disappointing Valentine's Day last year pushed her over the edge, she signed up to Illicit Encounters "on a whim" on February 15.
The woman, who is in her forties, said: "There really wasn't a major incident or anything like that. We go through the same motions every day like any other couple.
"He's always been perfectly nice and caring to me. Nothing was different in the lead up to Valentine's Day.
"I had mentioned a few times that it would be nice to do something and that I like having an excuse to get out. He nodded in passing and said he'd book something.
"Then the day came around and absolutely nothing, not even a card."
Emma realised she "deserved better", adding that "It's really not that hard to put in a bit of effort every now and again".
The pair's relationship had become "so boring", which triggered the wife to look elsewhere for the love she felt she was missing.
Initially, she says she didn't intend to split from her husband and saw the affair as a way to take her mind off things. It took eight months of sneaking around before Emma was able to build up the courage to leave her partner of several years.
She said: "It started to get harder and harder to keep it from him. I actually wanted him to find out so I could just get on with it and speed things up by the end.
"I just came out with it one night over dinner, told my husband what had been going on and that I wanted to leave him.
"He was obviously distraught because I'd broken the trust we had with each other, that really hurt."
Emma regrets hurting her loved ones but doesn't regret having an affair, as she is now "much happier". She said: "I really do think I've made the right decision here. I just hope in time my family can also be happy for me."
Valentine's Day wasn't that important to the 45-year-old, who would have been happy with a card, as she believes there's a "lot of pressure" with some people spending "obscene" amounts on gifts and weekends away.
"What I love the most is that he takes an interest in my hobbies, he genuinely cares about what makes me happy," she said of her new partner.
"He doesn't have a creative bone in his body but he comes with me to craft fairs because he knows it makes me happy. I don't think I'd ever had that with my ex."
She continued: "I think us women can too often settle with partners who don't treat us right and that needs to change. It's scary having an affair and even scarier breaking things off with your husband but you've got to be brave sometimes.
"For me, Valentine's last year was that final hurdle, my breaking point. I think there'll be a lot of women out there feeling this same - I say, know your worth."
Emma is aware that her Valentine's story is not unusual, with many partners' putting in minimal effort throughout the year. She says it is about knowing what your partner needs and wants to "show your appreciation", whether that's a card or a weekend away.
"It always starts at the home," she said. "I think as couples, we can all do with communicating better on how to fulfil each other's needs.
"And we should be educating children on how to be valuable members of society. Teaching them kindness, respect and commitment."
Emma added: "You can think what you like of me but I did what I did and I’ve come out happier the other side."
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