A recent study by the National Retail Federation (NRF) said that Americans are expected to shell out an average of $136.57 this year for Valentine's Day. However, this number is low compared to other years.
Last year, the average consumer spent $146.84 on Valentine's Day, which was a record-high. This year, Americans are expected to spend about 1.5 million dollars less than in recent years.
Some Tallahassee businesses say they see the difference, in sales while others do not see much difference at all.
However, NRF president and CEO Matthew Shay says there is no love lost.
"Valentine;s Day continues to be a popular gift-giving occasion even if consumers are being more frugal," Shay said in a NRF press release."