This year many drug and discount stores are including roses in their stores just for the days around Valentines, but the traditional items such as cards and candy are still the top sellers.
Retailers in Tallahassee say Valentine's sales have been great so far.
"I think people are getting more into it, not necessarily just for children anymore. The adults, I think, are really buying into Valentine's more than they have in the past," says Tim Burton, an executive team leader of Target.
If you haven't already bought your sweet something sweet, you should probably hurry. Retailers say the selection gets rather slim the closer you get to the big day.