Valentine's Day spending is estimated to be up 9 percent over 2011 according to the National Retail Federation.
That's a big boost in business, local retailers and restaurants are loving.
You can't buy love, but you can buy things that express your love.
"Jewelry's all about love. The people who are going to give jewelry, to someone special," said Lyle Fields at Marguirette's Exquisite Jewelry.
This year, retailers are feeling pretty special themselves with a boost in business.
Jewelry sales at Marquirette's are already up over last year.
"More diamonds than I remember in the past. I don't know what's in the air, but it's more diamonds."
At Al's Flowers in Montgomery, the orders are coming in and stacking up.
"Today, we're sold out of roses," owner Al Cantrell said.
Love is prevailing in a tough economy.
"Everybody bumped their orders up this year, people had cut back 2 or 3 threes ago. And I'm seeing that people are spending money on the roses. They want flowers delivered. They don't want to pick them up. They want that personal service."
The Alley Station's new restaurant "Central" located on coosa Street is just opening. It's a Southern Grill -- a menu of southern standbys with a twist. Valentine's Day is its second night in business.
Kyle Kyser is the restaurant's developer.
"Tomorrow night we do have a full night. We're excited about being part of Valentine's in the city....Our main focus is to make sure that our guests have a great dining experience."
"A lot of love in the kitchen tomorrow night," said Executive Chef Michael Bertozzi.
However you express your love, using cash or credit...businesses are bound to love it.