DatelineCarolinaPeople Expect to Spend Record Amounts this Valentine's Day - Will You Participate?

By: Mike Wadsworth

How much will you spend on love this Valentine's Day? 

The National Retail Federation Valentine's Day Consumer Intentions and Actions survey says people expect to shell out the dough this year.  The average consumer expects to spend $126.03, which is the most in the survey's ten year history.

If you think that is a painful price tag, you are not alone.

David Smith is a 21 year old college student at USC who wants the day to be special for his girlfriend of 13 months.  But with her birthday, one year anniversary, Christmas, and now Valentine's Day within three months of each other, money is tight.

"It's a lot of money all at one time," says Smith. "And I don't have any source of income right now with an unpaid internship so all the money I have is from working over the summer."

Smith could not put a total on his Valentine's Day spending just yet, but expects to spend at least $100.

"That's a good sixth of my savings," he says with a laugh. "There is some pressure to spend, you know.  You don't want to be that cheap boyfriend."

Smith feels the pressure to spend on Valentine's Day, and the survey numbers say he is not alone.  Total spending this year is expected to reach $17.6 billion. 

"You associate Christmas with family, you associate Valentine's Day with love.  Who wants to be anti-love, right?" says USC Advertising and Public Relations professor Jeffrey Ranta. "So people go to extremes to express their love to other people and sometimes companies are in the right place at the right time." 

Companies are taking the extra steps to be in the right place this year.  Kitty's Hallmark at Trenholm Plaza features Valentine's gifts for just about anyone.  That even includes Happy Valentine's Day cards from the dog.

"Parents come in and buy toys for their children on Valentine's Day," says Kitty's Hallmark Manager Karen Dodge. "It used to be just a school thing but now they want a Valentine for their aunt, their cousin, their pets."

"Valentine's Day has expanded," says Ranta. "It used to be an expression of love between lovers.  Now its another opportunity to express love from one to many." 

The NRF study reflects this evolution of the holiday. 

The average expected amounts are:

• Significant Other - $74.12
• Family Members - $25.25
• Friends - $6.92
• Pets - $4.52

Valentine's Day has evolved to a highly profitable commercial holiday for business.  Would St. Valentine be disappointed?  Valentine's Day is about love is it not?  There is a growing number of people who say forget the gifts.  Valentine's Day is about love and nothing else. 

Author and Executive Editor of Feministing.com Samhita Mukhopadhyay started the popular Tumblr page called Occupy Valentine's Day as a rebellion against the holiday. 

The page gives anyone the chance to stand up for their love without spending the money, celebrate being single, or just show dislike for the commercialized holiday that Valentine's Day has become.

"I think on Valentine's Day the hype can be too much," says Jennifer Warren, a senior business student at USC. "People get caught up into the flowers and the dinner and stuff when really its just about love."

"I think Valentine's Day is more centered on spending time with the people you love and not really about spending money or like going all out on a date or a certain activity," echoed freshman student Sally Ringer. 

For David Smith, rebelling against the holiday is not an option, but he knows it is the thought that goes into the gift that means the most.

"It doesn't always have to be the most expensive thing," says Smith. "Get something personal or make something with cards or pictures."

Valentine's Day is growing as a commercial holiday and the reactionary movement against it is growing as well. 

Where do you stand this Valentine's Day?  Will you spend, spend, spend to satisfy your sweetheart?  Or will you stay home and cook a nice dinner?

The choice is yours on February 14th.