Businesses see dollar signs not hearts on February 14.

On Valentine’s Day many expect to receive roses, candy or jewelry; these are symbols of love and affection which we choose to openly express on the official day of love.

This coming Valentine’s Day Americans are expected to spend $18.2 billion, according to the National Retail Federation. That’s an average of $136.57 per person.

Just over half of Americans — 54 percent — are expected to celebrate the holiday this year, the NRF said. That 54% goes all out spending a total of $4.3 billion on jewelry. Jewelry is the most popular Valentine’s Day gift, according to the NRF: 20 percent of consumers are expected to buy jewelry.

Significant others and family members are also expected to spend $2 billion on flowers, according to the NRF. The most popular Valentine’s Day flowers are, naturally, roses; 250 million roses are produced for the holiday, the Society of American Florists said. Chocolate and candy are also a trademark of Valentine’s Day, $1.7 billion is spent on candy alone, the NRF said. Nothing can replace love letters. Couples will give 190 million cards during Valentine’s Day, according to the NRF. Americans are expected to spend $1 billion cards, according to the Greeting Card Association.