On this day of love, local businesses are getting in on the romance and their bank accounts are showing it.
Shops like Josephine's Florals get a lot of attention this time of year, but this year is extra sweet.
"It's been absolutely crazy. The past week has been crazy. I think that this is for sure the best Valentine's we've had in at least ten years," Josephine's Floral owner Josephine Schallenkamp said.
The flower and gift boutique has been so busy, they already exceeded their expectations before the day started.
"Yesterday, by the time we left, my bookkeeper told me that without even today included compared to last year with the 14th included, we were already over what we did last year. So it's gonna be great," Schallenkamp said.
And it's not just the traditional gifts like flowers that are flying off the shelves.
"There's flowers, there's chocolates, but cupcakes! I mean they're handmade, they're baked from scratch, they're baked with lots of love. And so I just think people love to give them," Oh My Cupcake owner Melissa Johnson said.
Oh My Cupcakes have also seen a record breaking year, with somewhere between 5,000 to 10,000 cupcakes being sold for Valentine's Day. That's nearly double the sales they had last year.
"It's been a lot busier this year even than last year was. And we felt last year was crazy," Johnson said.
While neither shop owner is sure why this year is booming for their businesss, they're just grateful to be sharing in the love.
"Our mission statement is to shine God's love and make people smile with cupcakes, and this morning our staff was reflecting on the fact that today we literally have the opportunity to make thousands of people smile with cupcakes," Johnson said.
"It's been crazy. It's been crazy and very good. I'm not complaining," Schallenkamp said.
Both ladies also said they hope people will realize that cupcakes and flowers are good gifts all year round.