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TUCSON - The average consumer is expected to spend slightly more on gifts, cards and candy this Valentine's Day.

Greg Coleman was arranging the roses as fast as they were flying out the door of his east side flower shop. Coleman, a second generation florist, says that Valentine's Day is the busiest one day of the floral year.

"If we're doing between 80-90 deliveries on a normal day than we're doing 800-900 deliveries on this day," says Coleman.

According to the National Retail Federation spending is on the rise with an average Valentine purchase of $130.97, up from the $126.03 last year. Total spending on this year's Valentine's Day could reach as much as $18.6 billion across the U.S.

The NRF says 36.6% of gift givers will give flowers with 51% of the Valentines giving candy. This report has Diane Trinque, local chocolatier, coming in extra early to make sure she gets her orders out.

Trinque says, "Yesterday was pretty crazy and we expect today to be the same way."

Valentine's Day is one of the biggest gift giving holidays of the year and is mainly male driven. The average male will spend about $87 more than their counterparts.

Connor Patrick was hit by Cupid's arrow and went with the traditional red roses for Valentine.

"It's something that I can do that just shows how much she means to me," explains Patrick.