They say money can't buy love, but expect things to be more expensive than normal for Valentine's Day.
Tens of millions of Americans who celebrate the occasion will spend an average of about $147 this weekend.
According to financial website Bankrate's Be My Valentine Index, a romantic dinner for two will cost you about $80 dollars. On average, a bottle of champagne will set you back about $52, reports CBS News correspondent Anna Werner. Throw in another 15 for the chocolates -- and it all starts to add up.
More than half of men in relationships say they will buy flowers for their special someone on Valentine's Day.
"The price of roses, especially red roses, goes up anywhere from three-fold to five-fold," Adweek executive editor Tony Case said.
Bankrate said a typical Valentine's Day celebration with roses, chocolates, champagne, jewelry and a nice dinner could set you back $512.
It's the fourth most lucrative event on the retail calendar, behind only Christmas, back to school, and Mother's Day, Case said.
"We're going to spend $20 billion on Valentine's. That's up from $19 billion last year," Case said.
"Seems there's a lot of people who say -- eh, this is a set-up holiday. It's a Hallmark holiday," Werner said.
"Men hate it because they feel obligated to top themselves. ... Women hate it because they always hate the gifts they get or, somehow it wasn't up to their expectations. So nobody's happy," Case said.
Financial strain could accompany the emotional stress, as restaurants raise prices to take advantage of romantic dinner dates. Valentine's Day dinner at Marea, the two-Michelin star restaurant in New York City, is $175 per person. On other days, it's $99.
"Seventy-five percent of people said they do not want anything for Valentine's Day, but when asked again in the same survey, 25 percent of them admitted they lied," Case said.
"So they really wanted something?" Werner asked.
"If you're wife says she doesn't want anything for Valentine's Day, don't believe her. Buy it anyway," Case responded.