It looks like even cupid won't be able to fix the economy. Experts predict Valentine's Day spending will fall this year, by about $20 on average.
The roses are red, but the florists are blue.
"We're just hoping to make it through this difficult time just like everyone else," said Victoria VanValerah of Flowers in the Forest.
What's supposed to be a florist's busiest holiday, is off to a slow start.
"They didn't come in as early this year as they had previous years," said VanValerah.
So, VanValerah is making a sacrifice. Instead of tacking on an extra $15.00 for Valentine's Day, she's holding prices steady at the normal $60.00 rate.
"With the economy the way it is, it's best that we do what we can do for our customers," she said.
We talked to a few people about how their spending habits might change this year.
"It won't be much. Maybe just a flower or some candy for my kids and a hug for my husband," said Crystal Brantley.
"Things aren't as good as they have been, but my wife and I were fortunate enough to get reservations at Thoroughbreds Restaurant, so looking forward to a quiet night without our two kids," said Scott Pfizenmayer.
Springing on jewelry will be less likely this year. Just ask Conway jeweler Darlene Cormier.
"Business for Valentine's this year is slower. We're feeling the effects of the economy," said Cormier, who operates BWB Boutique.
While not as dependant on Valentine's Day sales as florists, Cormier considers the holiday a jump start to spring sales. So far they're off by 20% over last year.
"If you can spend for Valentine's then maybe that'll cheer up the person that's been laid off and give them something to smile about in this tough economy," said Cormier.
But the news isn't all bad. While spending will be off slightly, Americans will still shell out a whopping $14.7 billion.
The merchants we talked with just hope whatever you spend, you'll spend locally.
