This Valentine's Day, Americans will spend more than $13 billion on flowers, candy, cards, and romantic dinners.
Locally, lovers weren't afraid to spend some cash to show their love.
From a barber shop quartet, to a fresh bouquet people in Grand Junction are trying to do whatever it takes to say, "I love you!"
Some are taking it easy, and some on the receiving end were simply stunned.
Clifton resident Kim Harrington had her morning coffee, then a live living room concert. Her boyfriend hiring a quartet to sing her some lovely tunes and give her a rose and chocolate, "This is first time anyone's ever done something like this, that's what makes it great," Harrington says.
With Wall Street woes, some may have thought there would be a love lockdown today, but Rick Emerson of Johnson's House of Flowers says
not so, "Valentine's seems to be immune to it a little bit."
Today, the flowershop was still putting the finishing touches on their finest bouquets, after making nearly 900 orders in the past three days, most of them roses.
There has been little skimping on the jewels too.
Mesa County Jewelers says it is still business as usual, "We've been her for 17 years and it just gets busier every year, this year was no exception."
Even though the economy needs a jump start, it looks like Cupid has hit his mark.