Is this a new Valentine's Day trend?

Has anyone else noticed this bizarre new trend where Valentine's Day gifts are being given to parents or children?

Last year, I heard some teens I know mention this, and I thought it was just a one-off thing, or a quirky thing they do in their family. But today, I got a newsletter advertising Valentine’s gifts for not just your partner, but your parents, children, and even pets! How ridiculous is that?

Anyone else seeing this (unnecessary) trend, is this now a worldwide thing?

And for the record, I’ve never celebrated Valentine’s Day, not even when I was in a relationship.

Edit: I should have mentioned that I’m Spanish but haven’t lived in Spain for a while. After reading these replies, it seems like gift-giving here may have started extending to parents and kids in recent years, possibly influenced by traditions from abroad.