The average consumer will spend $119.67 on Valentine's Day, up from $100.89 last year, according to the National Retail Federation's (NRF) 2007 Valentine's Day Consumer Intentions and Actions Survey, conducted by BIGresearch. With 63.4% of consumers planning to celebrate the holiday, 2007 Valentine's Day spending is expected to reach $16.9 billion.

Men, who have historically been the big spenders when it comes to Valentine's Day, are 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% of men planning to buy their sweethearts some type of flower-up 6% over last year. Men also are expected to shower their loved ones with cards (56.7%), candy (42.9%), an evening out (53.1%) and jewelry (27.6%).

The average consumers will dedicate the bulk of their Valentine's Day budget-$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), friends ($4.93), children's classmates and teachers ($3.35) and co-workers ($2.40).

Consumers aged 25 to 34 plan on being the most generous this holiday, with the average 25- to 34-year-old spending $164.32, while adults 18 to 24 years old will spend $143.39, up significantly from $81.89 last year. In addition, consumers aged 45 to 54, who were the big spenders last year, will spend $107.81, down from $128.78 in 2006.

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