SAN FRANCISCO (KTVU) - Although Valentine's Day is Sunday, some Bay Area florists say Friday will turn out to be their busiest day of the year.
The 50 vendors at the San Francisco Flower Mart have been working long hours, preparing for Valentine's weekend.
The National retail federation predicts Americans could spend more than $20 billion.
A recent survey finds that 90-percent of Americans plan to celebrate Valentine's Day, with the average consumer spending about $150.
Candy and flowers remain the most popular gifts.
Americans are expected to spend $1.7 billion for chocolates and other sweet treats, and $1.9 billion on flowers.
Other gifts that are gaining popularity, include cooking classes, theater tickets, and rockclimbing lessons.
Many people also plan to spend some money on Valentine's Day, on their parents, kids, and even their four- legged friends.
Americans are expected to spend $700 million on their pets. Items range from collars, to chew toys.