How much are you spending on Valentine's Day?

Did you know that on average US customer's will spend close to $120 on Valentine's Day this year? Is that what you are planning to spend? Is it more or less? According to a survey by the National Retail Federation's 2007 Valentine's Day Consumer Intentions and Actions Survey, US consumers will be spending a total of $16.9 billion this year. Conducted by market research company BIGresearch, the survey polled 7,703 consumers of which 63% said they would be celebrating Valentine's Day. Most respondents who would be celebrating the day were between the ages of 25 and 34. The survey also found that men will spend $154 as compared to $85 that most women will spend.