Is Valentine's Day A Holiday?

SIOUX FALLS, SD - Love was displayed all across KELOLAND on Monday in the form of flowers, cards, candy and many other gifts. While it's a day to show your sweetie you care, do people in fact believe in Valentine's Day?

Love is in the air.  February 14 is the one day a year set aside to get your sweetie's eyes sparkling and heart fluttering.  But not everyone gets into the hearts and roses. Some don't consider it a holiday at all.

Whether you believe in Valentine's Day or not, it seems many people are participating by buying gifts or something as simple as a card and because of that, it's a day retailers definitely love.

"Valentine's is very good for business.  It's really the most important day in February for us," Lewis Store Manager Bob Deaton said.

At stores like Lewis, the steady stream of shoppers picking up quick gifts helps boost the bottom line.  And this year may show stores even more love because it's a Monday.

"For retailers and florists, generally weekdays especially the early part of the week is much better for us," Deaton said.

That's because many recipients like to get flowers at work.  But that's not all people are buying, including those who aren't convinced it's a real holiday.