Visit any KELOLAND floral shop on this day and you'll find a flurry of customers.
"Flowers are important to me and to represent how much I love my wife," Jake Miller said.
But Miller isn't like every customer. This is the first time he purchased flowers for his wife on Valentine's Day.
"Honestly, I just called a few minutes ago and they were able to get my arrangement together pretty quickly," Miller said.
But Miller wasn't a thorn in the side of these Flower Mill florists. They're prepared for it.
"We have everybody that we could get in that knows how to design, we asked to come in and work. It is a crazy, chaotic day and we're trying to get all the deliveries there on time because we know how important it is," Flower Mill Owner Stacy Schaap said.
It also appears the economy is quite okay. In fact for this location, deliveries are more popular than ever.
Schaap says this is the second busiest day of the year, number two to Mother's Day. And while the activity for Valentine's will peak Thursday, Friday they'll have an increased number of calls as well.
"That always happens. People see them at work and think, 'Oh, I should have did it,' and then send them the next day," Schaap said.
And while this day is important to the bottom line, those working it look forward to Friday.
"It will feel good tomorrow. We love Valentine's, but it is always nice to get through it and we'll need a day off I'm sure," Schaap said.
But before that can happen, they'll be here late into the night finishing up every last order.
Years ago, most Valentine's flower orders were simply roses, but today, variety arrangements are growing in popularity.