WASHINGTON, DC (WUSA) -- Love isn't cheap, at least not this Valentine's Day.
Americans are expected to shell out more than 17 billion dollars to show their affection.
Shoppers will spend an average of $126 per person. It's the highest figure since the National Retail Federation started their survey 10 years ago.
The average man will spend about $169, twice as much as the average woman. She will spend just over $85.
Among the most popular gifts, more than half of Cupids will buy candy, 36 percent flowers, another 36 percent will spend money for a night on the town, and 19 percent on jewelry.
Most bargain hunters will head to discount stores, perhaps a sign that the economy is still on their minds.
And retailers will have special deals in stores on items lovebirds seek the most.
Shoppers will continue one trend from the holiday season, one in five will look for gifts online.
And more than half will use tablets to research prices, look for discounts and purchase gifts.
Now when it comes to chocolate Americans will spend more than 700 million dollars for Valentine's Day.
Now, if you want to give the gift of chocolate, Consumer Reports rated the $60 Norman Love Confections Signature Gift Box a winer for its ultra smooth chocolate and unusual fillings. It's pricey but that total includes shipping, also.
That's followed by the flavorful Ferrero Assorted Confections for $11.
And, Godiva's Gold Ballotin for $40 is a real treat, especially, if you're Valentine likes sweet chocolate.