Seth Godin, one of the more influential marketing gurus about these days, just posted about Mother's Day. I've read Seth for years, mostly because he talks sense rather than theory.
In the post, Seth talks about acting like its Mother's Day all year rather than only one day and for marketers to "market like your mom is watching." I completely agree, on both counts.
We in relationships should do the same. Acting sweet and nice on his birthday or Valentines Day doesn't get it done. A relationship is not a series of big moments. Rather, it is the culmination of the little, 'boring' moments punctuated with big events.
Take care of the little pieces - being on time, listening, sharing kind words, treating them with love and respect every day - and the big ones will fall into place.