How much Americans are planning to spend on Valentine's Day

While you can't put a price>What people are buying for Valentine's Day

Of those that plan to celebrate Valentine's Day, their spending plans most commonly include buying candy (56%), greeting cards (40%), flowers (37%) and jewelry (22%), the NRF survey says.

If you're planning to go out for Valentine's Day, you might want to make dinner or theater reservations now. Nearly a third of respondents say they were planning an "evening out," which is near pre- levels, according to the NRF. 

This jibes with 41% of respondents saying they would like "gifts of experience" this year, for things like concerts or sporting events, which again, matches pre-pandemic demand, as measured in previous versions of the NRF survey. 

Nearly a third of participating respondents also say they're somewhat likely to incur due to Valentine's Day spending. Perhaps suggesting that love is blind in more ways than one, 43% of those respondents say they'll hide the debt from their partner.