I know some women are not fans either, but I think men in general are more unhappy about Valentine’s Day than women in general.
The short answer to why men dislike it is “Nothing in it for me, and a high risk I will get it wrong and pay for that.“
Of course, that is a major generalisation, but a good many men would agree with me. Valentines seems to have become more and more about pleasing her, as opposed to a holiday for lovers. I suspect we can blame marketing to a large degree.
Men complain the holiday is all for women, focused on what they want and need, while ignoring what men like. Some have suggested they would be fine if there were a holiday for men. (Some are promoting a male alternative to V-day a month later – a day all about steak and oral sex – but I digress.)
The other big complaint is being unable to give their wife what she wants. I used to think this was just men being especially clueless, but then I saw guys do all the things we think women want only to be told they failed. I suspect it is not the norm, and it is played up to make guys feel better about not really trying, but for some it is a real issue.
I do know many men really do not understand romance. To them, romance it is a secret dark art with rules they cannot decipher. Most women do not think about love and romance the way men do, so we can do what seems good to us and completely miss it. A few well-intended misses is enough to convince a guy he is being asked to play a game he cannot win. If he got that from a former girlfriend or two, he may have given up before he even met you.
As with most things, if you want him to understand what you want, be obnoxiously clear. Men tend to miss or misinterpret hints.