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Valentine's Day participation hits 10-year low, despite retail upswing

Cupid's arrow may be losing its luster when it comes to Valentine's Day, but it's still finding a sweet spot at the bank.
Justin Udo/KYW Newsradio

PHILADELPHIA (KYW Newsradio) — Cupid's arrow may be losing its luster, but Valentine's Day is still finding a sweet spot at the bank for retailers.

There are a lot less folks participating in Valentine's Day this year than last year, according to the National Retail Federation. That's something that rings true with a lot of Philadelphians.


"I don't want to say it's a scam but it's not that big of deal to me, because I feel like it shouldn't be one day out of the year where I should pick to go all out for someone I love," said one Philadelphian. 

READ: On 'Super Bowl of holidays,' thousands of roses and a personal touch

The NRF says participation numbers have been on the decline for the last decade.

But those who do participate are spending more money than ever on the day.

One person said they spent around $300 for the day, and another said they spent $200.  

Those numbers are a little higher than the average $162 the NRF says the average consumer will spend for Valentine's Day.

But the NRF says even with less participation, businesses associated with the holiday are seeing more profit.

Employees at Mueller Chocolate in Reading Terminal Market say they remain popular this time of year, something co-owner Cristen credits to their unique offerings.

"We do our anatomical chocolate heart, so it looks like the actual organ of the heart, and it comes with little sayings like 'I love you with all my heart,' and 'Sweetheart'. For your valentine who is not so nice, we have our chocolate-covered onion," Cristen said. 

Valentine's Day spending is estimated to hit a record $20 billion this year.