(WVVA) -- Just months after a holiday season that set records for spending, Americans are expected to set another this Valentine's Day.
"It's been very hectic. We started early this morning," said Belinda Pendleton, co-owner of Belinda's Flowers in Princeton. "It's been a long day, a long week to say the least."
The National Retail Federation projects spending to approach $27.4 billion - nearly $5 billion on candy and flowers alone.
Additional spending includes an estimated $5.8 billion on jewelry, $2.9 billion on clothing, and almost $3 billion on gift/greeting cards.
Altogether, consumers will spend 4% more than in 2019, when the average amount spent was $93.24.