Florists have been busy preparing and jewellers have been busy advising leading up to the heart-filled day.
Amaryllis for Flowers owner Susan Masters said she expected today "to be hectic".
She and two other staff members worked on their usual day off especially to create bouquets and complete orders for today.
Red roses were the traditional choice, but with the price of blooms nearly doubling leading up to the romantic day, mixed bunches of red flowers were a popular, cost-effective option.
The florists had also been busy preparing bouquets and arrangements for weddings held over the weekend, with a date on, or close to, February 14 remaining fashionable.
Joseph Jones owner Jo Baldwin also opened her store especially yesterday to prepare orders and last-minute purchases.
She had taken several large orders this year, including one for $320 worth of red roses.
Deliveries to restaurants were a common request, a hint some lucky people would be doubly spoilt.
Daniels Gemtime Jewellers sales consultant Robyn Woodford has been impressed with the amount of thought people are putting into gifts for Valentine's Day.
"They are looking past just a purchase," she said.
Bracelets, pendants, earrings and watches have all been common purchases, with many people choosing to engrave a special message on to pieces.
Consultants had also been busy helping men choose engagement rings and got "lots of warm fuzzies" from doing so.
