Americans are expected to spend a record amount on Valentine’s Day this year, despite a years-long decrease in the percentage of people celebrating the holiday, according to the annual survey by the National Retail Federation and Prosper Insights & Analytics.
“Those who are participating are spending more than ever and that could be the result of the strong economy,” NRF President and CEO Matthew Shay said in a statement.
Those surveyed said they would spend an average of $161.96. That’s up 13 percent from last year’s $143.56 and easily tops the previous record of $146.84, which was set in 2016. Total spending is expected to be $20.7 billion, an increase of 6 percent over last year’s $19.6 billion that breaks the previous record of $19.7 billion, also set in 2016.
The spending increases come even though only 51 percent of Americans plan to celebrate the holiday, down from 55 percent last year and a high of 63 percent in 2007.
According to the survey, 52 percent of participants will be buying candy.
“It is a very important holiday for us. Not only do we make our regular candy but we do a lot of chocolate-covered strawberries — that is our specialty. In two days, we will dip between 150 and 200 pounds of strawberries,” said Jerry Moore, owner of Dutch Hill Chocolates, 1624 First Ave.
Valentine’s Day is also a big holiday for Tyrone-based Gardners Candies.
The survey also indicated about 35 percent of those celebrating will buy flowers.
“I have to say, being on Thursday makes myself and other florists more optimistic. It is the most demanding day of the year, whether inside the shop with prepping or the guys delivering. We have high expectations,” said Debbie Arnsparger, owner of Creative Expressions Florist, 3977 Sixth Ave.
Arnsparger said she will be selling more than roses.
Valentine’s Day is also very important to Peterman’s Flower Shop, 608 N. Fourth Ave.
Other local floral shops also expect to be busy.
“We expect a nice turnout because it is on a weekday rather than the weekend. It is one of our busiest holidays. Most people go out for dinner if on a weekend, but when it is during the week, a lot of people send flowers to her office or workplace,” said manager Chelsea Kerr of Kerr Kreations Floral and Gift Shoppe, 1417 11th Ave.
“It is the busiest day of the year for us. Roses are the big thing. A lot of people think roses are too expensive. They can get hanging plants that will last or a nice flower arrangement is an option. You can spend what you want,” said manager Roy Amrhein of Sunrise Floral & Gifts, 400 Beech Ave., which also sells gifts geared toward the guys.
About 34 percent of those celebrating will enjoy an evening out, according to the survey.
The Allegro Restaurant, 3926 Broad Ave., has been serving Valentine’s Day dinners for more than 40 years.
Only about 18 percent of those celebrating will purchase jewelry, but they will spend the most money — about $3.9 billion.
Local jewelers are excited about the holiday.
Mike Dorman, owner of Dorman’s Jewelry, 712 Pleasant Valley Blvd., said the holiday is pretty big for his store.
Beerbower Jewelers of Hollidaysburg is also ready for Valentine’s Day.
“I have plenty of items in stock to cover sales. It is better to shop early. We have some elastic fresh water pearl bracelets that are nice, diamond earrings, pendants and bracelets. Hearts are always popular and we also have the colored dipped roses that last a lifetime — people like them,” President Don Beerbower said.