The National Retail Federation reports that Americans were expected to shell out more than $17 billion dollars to show their affection. That amounts to an average of $126 per person, the highest amount since the survey started ten years ago.
More than a third of consumers will buy flowers and at 5th Street Flowers in Jacksonville, they were swamped with orders all day, seeing a 50-percent spike in business and spending.
"I definitely think love is in the air. People are feeling more romantic this year. It's been a thrilling day. We have had best v day since in biz. Just really jazzed" said Jill Naumann, owner of 5th Street Flowers.
Naumann says customers splurged on bigger, more expensive floral arrangements for their intended. Last year she says they spent $80 on an order. This year, upwards of $200, with add-ons like stuffed animals and chocolates. She says business was so good they even ran out of roses.
The National Retail Federation notes the average man will spend about $169 on this day for lovers, that's twice as much as the average woman.