According to the National Retail Federation, the average person spends $103 for traditional Valentine’s Day purchases and 34% of consumers planned to celebrate the holiday with flowers.
The Hy-Vee store on 50th and O Streets in Lincoln has been feeling the rush.
"It's been crazy since about 5:30 a.m.," said Ann Hansen, Hy-Vee Floral Manager. "They order by calls and online and we take and deliver all day."
According to the Society of American Florists. Valentine’s Day is considered the busiest holiday for fresh flower sales, accounting for 40% of annual revenue.
Hansen says they plan to make about 500 deliveries on Valentine's Day.
"We have about 20 sets of people to deliver all day," said Hansen. "We have two semis out back, and three people working on the deliveries in the backroom.
Hansen says she has noticed a change in what people are buying on Valentine's Day because of the economy.
"It's coming back; there are people that are spending more wisely, not just roses, but maybe a mix of flowers so they last longer," said Hansen"
The Society of American Florists says while mixed flower arrangements make up 44 percent of flowers sold for Valentine’s Day, roses dominate sales, with 72 percent sold in 2010.
"The only rose I carry is a freedom rose, and will last 7-10 days; it has a nice head and a good pedal count," said Hansen.
However, Valentine's Day doesn't have to break the bank. A recent CBS poll found 87 percent of women say the present they want the most this year is a simple "I love you." The survey also found cards and poetry are the fastest way to most womens' hearts.