Confectionery companies in the US are hoping that today, the day of romance, could help lift lagging sales.
According to a survey by the National Retail Foundation, Americans, despite the recession, plan to spend an average of $95 (€108) for Valentine's Day gifts this year. Last year's average was $83.
Valentine's Day is not the top-selling holiday for the $24 billion confectionery industry, but it still makes quite an impact. This year, the National Confectioners Association expects nearly $1.1 billion in Valentine's Day sales, a $40 million jump from last year.