Merchants gear up as Valentine's Day spending expected to hit 10-year high

It's a nearly $17.5 billion holiday.  The National Retail Federation says that's how much Americans will spend on Valentine's Day.  It's the highest amount in the survey's 10-year history.

Cedar Rapids shopper Kirk Jones said he was picking up "a small bouquet of flowers" as a treat for his sweetheart, for a Sunday afternoon celebration ahead of Tuesday.

Jones said he was planning for a "very hectic week. Both of us work hectic schedules and we're making it early today.”

The National Retail Federation says nearly a third of Americans will buy flowers.  The traditional floral arrangements are at the top of the list, but items that last a bit longer are also popular.

"We have a lot of keepsake vases and arrangements for the holiday itself, which are very big sellers as well,” said Pierson's Flowers co-owner Rollie Pierson.

The NRF also says spending will be at its highest point in the past 10 years on Valentine's Day.  But Jones says you just can't put a price on love.

"Whatever catches my eye, I guess I really don't have a price tag,” said Jones.

That's good news for Pierson.

"We expect to be as busy as ever for Monday and Tuesday, and we've planned accordingly,” said Pierson.

That means it's all hands on deck at both locations and 24 drivers out for deliveries -- six times the normal number of drivers for a Tuesday.

Spending's expected to peak at $17.5 billion dollars for this holiday alone. It's perhaps a sign of a better economy, or that love simply has no budget.

Pierson says he's expecting a big last-minute push all day Monday and even Tuesday morning.  Valentine's Day is considered one of the busiest days for floral shops, second only to Mother's Day.