Although love may not cost a thing, spoiling your loved ones can be pricey.
According to the National Retail Federation, this year's National Valentine's Day spending is expected to reach16.90 billion dollars.
Here in Mesa County, consumers are doing a good job adding to that total.
Gerry Jennsen, Mesa Jewelers Manager, says "Women love jewelry and guys are responding to that., we see a twenty percent increase in sales around Valentine's Day."
Rocky Mountain Chocolate Owner, Andrea Gomez says, "Our traffic doubles around Valentine's Day."
Chocolates, cards, and jewelry are the biggest sellers here in Grand Junction and across the nation.