WASHINGTON DC, Jan 30, 2007 / --- While love may not cost a thing, consumers will be opening their wallets to show their sweeties how much they care this Valentine’s Day.

According to the National Retail Federation’s (NRF) 2007 Valentine's Day Consumer Intentions and Actions Survey, conducted by BIGresearch for NRF, the average consumer will spend $119.67 on Valentine's Day, up from $100.89 last year.

With 63.4 percent of consumers planning to celebrate the holiday, total 2007 Valentine's Day spending is expected to reach $16.90 billion.

Men have historically been the big spenders when it comes to Valentine’s Day and this year is no exception.

According to the survey, the average male is expected to spend $156.22, nearly double the $85.08 that the average female will spend. Flowers remain a popular holiday gift, with 58.3 percent of men planning to buy their sweetie some type of flower (vs. 52.3% in 2006). Men will also be showering their loved ones with cards (56.7%), candy (42.9%), an evening out (53.1%), and jewelry (27.6%).

When it comes to showing that special someone how much you care, both sexes will be hitting the stores for that perfect token of affection. Popular gifts include cards (62.8%), candy (48.4%) and flowers (36.7%). In addition, close to half of consumers (45.3%) will treat their loved one to a special evening out.

“Men continue to be the primary spenders when it comes to splurging on gifts for Valentine’s Day,” said Tracy Mullin, NRF President and CEO. “With males spending significantly more this year than females men may be looking at Valentine’s Day as a way to make up for that HD-TV they splurged on for the Super Bowl.”

This year consumers will dedicate the bulk of their Valentine's Day budget to buying for their sweetheart, with the average person planning to spend $80.29 on their significant other or spouse. While overall spending on the holiday is up, consumers will be spending less on the other people in their lives, including family members ($25.00), friends ($4.93), children’s classmates and teachers ($3.35), and co-workers ($2.40).

"Consumers of all ages have shifted their priorities when it comes to holiday spending,” said Phil Rist, Vice President of Strategy for BIGresearch. “We are seeing people dedicate the majority of their budgets to the people closest to their hearts, while using creative, inexpensive ways to show the other special people in their lives how important they are.”

Consumers aged 25-34 plan on being the most generous this holiday, with the average 25-34 year-old spending $164.32. After cutting back on spending for the past two years, young adults are opening up their wallets a little wider as well.

According to the survey, young adults 18-24 will spend $143.39 this Valentine’s day, up significantly from $81.89 last year. In addition, consumers aged 45-54, who were the big spenders last year, will spend $107.81, down from $128.78 in 2006.