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The National Retail Federation’s 2011 Valentine’s Day Consumer Intentions and Actions Survey, conducted by BIGresearch, reports that “the average person will shell out $116.21 on traditional Valentine’s Day merchandise this year, up 11 percent over last year’s $103.00. Total holiday spending is expected to reach $15.7 billion.”

According to the survey, “Having cut back on spending in recent years, couples this year will spend an average of $68.98 on their significant other or spouse, up from $63.34 last year. Even family pets will be feeling more of the love this year. The average person will spend $5.04 on their furry friends, up from $3.27 last year. Consumers will also spend an average of $6.30 on friends, $4.97 on classmates and teachers, and $3.41 on co-workers.”

The report goes on: “The survey also found spending across the board is expected to be up this year. Consumers will shell out $3.5 billion on jewelry this Valentine’s Day, up from an estimated $3.0 billion last year. Clothing ($1.6 billion vs. $1.5 billion in 2010) and dining out ($3.4 billion vs. $3.3 billion in 2010) will also be popular gift options. Additionally, celebrants will spend $1.7 billion on flowers, $1.5 billion on candy and $1.1 billion on greeting cards.

“As usual, men will spend the most on Valentine’s Day gifts. The average man plans to shell out more than twice as much ($158.71) as the average woman ($75.79).”
KC's View:
Gonna save a lot of money this year.

No classmates or co-workers to spend money on for Valentine’s Day. (No, Sansolo, I’m not getting you anything.)

I refuse to buy holiday presents for Buffett, my dog.

Mrs. Content Guy and the Content Daughter probably will get something. But that’s it.