Valentine's Day is no longer just a day just for romantics; it's also a day to make money.

Close to $20 billion will be spent this holiday across the country, according to the National Retail Federation. That’s a record for the survey.

At All City Florist in Melbourne, Valentine's Day is only second to Mother's Day in sales.

"I am seeing more money being spent, and we are beginning to get more people coming in," said Pam Higginbotham, co-owner of All City Florist.

A survey from the National Retail Federation found 55 percent of respondents will celebrate Valentine's Day this weekend. They'll be spending a lot of money: on average $146.84 per person. That’s a $27 increase over the past decade.

Here’s a look at the best sellers, based on the percentage of respondents who said they’d purchase the following:

  • 50% candy
  • 47.9% greeting cards
  • 38.3% evening out to a restaurant and/or show
  • 36.4% flowers
  • 19.9% jewelry

The retail federation says gas prices are down, and that means extra cash in consumers’ pockets this Valentine’s Day.

"There's times when they'll be out the door, waiting to be taken care of," Higginbotham said.