TYLER (KYTX) - Candy, roses, jewelry, all Valentine's Day traditions.
And this year the National Retail Federation says we're spending more on our sweethearts.
Whether you pulled out all the stops and got a high dollar item, or went the sweet route and got stuffed animals and chocolate, East Texas businesses say they're seeing people line up and spend more this year.
The orders are piling up.
"Cake pops, handmade cookies," says Holly Short, owner of Ganache.
And these bakers at Ganache in Tyler are leaving no cupcake un-iced leading into Valentine's Day.
"Today has been much busier than last year, I don't know if Valentine's is falling just right, or people are choosing to beat the rush for tomorrow," says Short.
But that rush is in full-swing in the kitchen.
They baked about 500 cupcakes today. Last year they sold more than 1200 on Valentine's Day, and this year they expect to sell 1500 cupcakes. That's a sweet increase in business.
"This is the start, this year trying to do diversity. This and this and this. Not just one thing," says Mark Wheeler who was shopping for the women in his life.
Wheeler started with cookies.
"Cookies, cards, maybe some flowers. The traditional," says Wheeler.
The National Retail Federation says the average shopper will spend more than $130 this year on Valentine's, that's up from years past.
"Got a lot of last minute guys coming in, we've already had a lot of phone calls asking what time we close. So we're looking for a late day tomorrow," says Judy Cole, co-owner of Jim's Jewelers in Tyler.
At Jim's Jewelers there's a push for sterling silver, these rings are a top seller, even diamonds to pop the question.
"We are up a little bit, last week was really busy," says Cole.
Busy is good, according to these retailers.
"Valentine's is definitely a sweet day," says Short.
The National Retail Federation says almost 60 percent of us will be celebrating love tomorrow.
About 10 billion dollars going into the economy for our significant others.
An additional $3.8 billion will be spent on family members this year.
The most popular items?
The old stand-by's, cards, flowers and candy.