BUFFALO, N.Y. (WKBW) - Retailers are hoping to heat up sales this Valentine's Day, which is Saturday.
While many say you can't put a price on love, it adds up to about $18.9 billion according to the National Retail Federation.
Researchers say the average person celebrating Valentine's Day in the U.S. will spend just over $142 on candy, flowers, apparel and more, about eight dollars from last year.
The NRF say jewelry sales are at their highest level in five years, adding up to $4.8 billion.
Ninety-one percent say they'll buy valentines for loved ones and significant others. Fifty-nine percent will buy for children's classmates. Twenty-one percent will buy for pets, but that number could be higher here in New York.
New York State ranks the second most "puppy loving" state, according to Milk-Bone and its "doggy love index."
Most pet owners will spend about $5 on pet valentines. That will add up to $703 million.
Overall, surveys show that men are expected to spend about twice as much as women for Valentine's Day.