Wanting some feedback

I hope this doesn't bother anyone, but my husband did (actually didn't) do something today and it really bothers me, I can't sleep.

Today was my birthday and he forgot.  Birthdays have never been a real big deal to him and I respect that he doesn't want to do much for his, but I've always told me it's important to me.  Yesterday when I asked if he had anything planned, he had no idea what I was talking about.  So after some private crying and a little self-pity, I was straight with him and said it really hurt my feelings.  I have always told him it doesn't have to be a BIG deal, just something to make the day special and different.  He said that he thought of doing many things a couple weeks back and then got busy with the 4th of July weekend and forgot.  

So we went the whole day and I think he might have said Happy Birthday this morning, but no dinner plans, didn't bring a cake home or anything.  We had talked about having dinner with friends on Saturday, so I asked if he'd talked to anyone about that and he said he forgot again.   

He is a great father and great husband in many ways.  He just says this is really hard for him and apologizes.  I feel like he uses that as a cop-out and doesn't really try, though.  I don't know what to do.  I feel like I am honest and direct with him but he is ignoring my feelings.  I know the sting will go away in a few days, but right now it hurts worse because everyone else is remembering my birthday and it just reminds me of how little this day seems to matter to my husband.

Thanks for listening.