That's up $10 from last year. Half of us are giving chocolates as gifts and a third are buying flowers. More than half of those flowers will be roses; red is the favorite color.
The Greeting Card Association says about 190 million Valentine's Day cards are sent each year and that figure does not include the hundreds of millions of cards schoolchildren exchange.
For dinner about half of us are eating out, and according to Zagat, about 11 percent of them will split the check.