TWIN FALLS, Idaho (KMVT/KSVT) - According to a report from the National Retail Federation, more than $20 billion will be spent on Valentine's Day across the country.
While that is a record projected amount, less people will be shelling out the big bucks for the holiday.
"We've been married for so long, we just go out to dinner,' said Jaiedene Watts of if she celebrates Valentine's Day.
However, Watts did get a gift in February because it was also her birthday.
"He already bought my gifts, my beautiful shoes," she said. "It's kind of hard to do two gifts in one month, cause what's he going to get me?"
The report said less people will be buying gifts for the holiday, but those who do buy a present for their loved ones will actually spend more.
"Valentine's Day is one of our biggest times of the year," said Andrew Garitone, the regional manager for Jensen Jewelers.
He said they've seen an increase in business year after year.
"We see people from across the Magic Valley and people come to this area and we definitely see an increase in traffic," he said.
From buying jewelry, flowers or candy, the average amount consumers plan to spend on the holiday increased by $60.
Although Magic Valley resident Bryce Powell told KMVT he didn't have a Valentine this year, he would've spent the money if he could.
"I would want the person that I'm with to feel loved and special and so I would do it for sure," he said.