ROCKFORD, Ill. (WIFR) - - According to the National Retail Federation, it is getting pricey to show that love. On average, people say they plan to spend almost $200 this holiday.
"This is a Valentine's kickoff week. Met a new guy and he likes to show up with a dozen roses, more roses, candy a bottle of wine,” said Tammy Kreinz.
Bridget Kearney who works at crimson ridge says she expects customers all weekend, with Valentine's Day being the busiest shopping day.
Many restaurants don't accept walk-ins on Valentine’s Day. Some started taking reservations as early as the first week in January.
"You need to plan a head a little bit you don't want to be stuck last minute you know trying to whip up something to make her happy. So plan accordingly,” said Nick Garrett, who is planning to marry his Valentine this year.
And while some are going all out, others think sweet and simple is the way to go.
"It's super easy to spend money on valentine's day. So, to save money we are going to cook at home,” said Garrett.