According to the National Retail Federation, shoppers are expected to shell out an average $126 for their loved ones this Valentine's Day.
That's the highest it's been in 10 years.
"We go from about 50 orders a day to about 700 on Valentine's Day."
Owner of Oak Creek Plants and Flowers in Lincoln, John Christensen, has doubled his staff, added delivery drivers and increased the flowers he orders by 25%.
"Business probably in the last 6 or 8 months shows some signs of increased vitality. It seems like people are a little bit more willing to spend more money. So we anticipated that for Valentine's Day," Christensen.
According to the Society of American Florists, a dozen roses usually cost about $60.
This Valentine's Day people are expected to shell out $80 for a budding gift.
National Retail Federation says the increased spending about $126 per shopper -- a 10 year high -- is thanks to the improving economy and increased consumer spending power.
"Valentine's Day giving is dominated by roses which is a higher price point. But in the past few years we've seen people really try to conserve, we are seeing people more willing to spend a little more. Than we have in the past couple of years.
One reason: Valentine's Day falls on a Tuesday this year.
"Tuesdays are traditionally a good Valentine's Day for florists," Christensen said.
He says it's because it's at the begining of the week and people who have their flowers delivered at work can enjoy their flowers until Friday.
Christensen says the day after Valentine's Day is also busy. It's a makeup day for all the people who forgot to show their appreciation.