The National Retail Federation says people spent an average of $126 on their Valentine this year.
At John Ross Jewelers, Owner Chuck Roberts says people shopping at his store spent between $50 and $2,000.
"People have an anniversary on Valentine's Day, they get married on Valentine's Day and those will naturally spend more than a regular Valentine," says Roberts. "The big saying is diamonds are a girl's best friend, and it's lover's day and the guys, they want a little loving. You can't blame them!"
At Petal Pushers, they say people spent a minimum of $75 on flowers this Valentine's Day; some spending up to $200.
"Everybody that comes to the shop they know what we do like your tropicals, your high style arrangements, you have your red roses and things like that; I guess red roses is known for love," says Calida Smith with Petal Pushers.
While some waited until the 5 o'clock on Feb. 14 to order their Valentine flowers, Petal Pushers begins planning much sooner than the day before.
"We plan way in advance starting at the first of the year, we're trying to collect vases, getting in our heads of what kind of stuff we're going to need, we'll go through all of our merchandise and take inventory," says Smith.
The National Retail Federation says they expect total spending on Valentine's Day to reach $17.6 billion.