But then we can always count on that one day of the year where heart strings seem to tug on purse strings with ease - where red roses are the catalyst, love poems adorn cards and text messages, and chocolates (in all their glorious forms) are accepted, if not welcomed by lovers worldwide.

IBISWorld predicts Australians will splurge more than $936 million on their significant others this Valentine's Day, signalling even in a weak retail climate, love really can conquer all.

The independent researcher estimates Valentine's Day spending to climb 3 per cent, with about $437.61 million splurged on romantic getaways, up 3.65 per cent on 2012, and slightly more than $300 million on chocolates and confectionary.

Starry-eyed lovers are also expected to spend a record $14.2 million on Valentine's Day-themed greeting cards, coupled with more than $34 million (up 8 per cent) on intimate dinners this evening.

Jewellery is again high on the wish lists of loved-up couples with spending on all the sparkly stuff tipped to grow 1.8 per cent to about $37 million.

IBISWorld Australian general manager Karen Dobie said the average Aussie would spend about $41 on their partners this Valentine's Day.

"More expensive items are back on the agenda this year, but for those not able to splurge on a long weekend or a dinner at a Michelin Star restaurant, there will still be opportunities to go that extra mile to impress the object of their desire," she said.

For the time-poor, or those who just simply forgot to book a trip away or a romantic dinner for two, the trusty bunch of flowers - whether it be an 'I love you' or 'I'm sorry' - will always suffice.

Aussie men are expected to lash out about 75 per cent of the estimated $46.31 million on flowers this Valentine's Day - up only 0.9 per cent on last year.

For Dubbo florists like Flowers By Jennifer's Jennifer Bjorksten the marginal increase in sales will largely go unnoticed.

It has been weeks of careful planning, ordering flowers in by the thousands just to have enough stock for the big day.

Ms Bjorksten is just one of a number of local florists who have put on extra staff and hired drivers for deliveries.

"It's without doubt our busiest day," Ms Bjorksten said.

"We've been in planning mode for about six weeks now."

The most popular of floral 'I love yous' this year remains the traditional red rose, and some estimate more than 200 million will be sold just for Valentine's Day.

"Red roses are always the flower of choice, but coloured roses of any description, usually mixed in with red ones are also pretty popular," Ms Bjorksten said.

Ms Bjorksten predicted sales of tulips, gerberas and orchids would tilt the scales locally this year - with pre-orders of the freshly-cut flowers already "in their hundreds" and more stock coming in daily to meet demand.

"Flowers are very personal, and while red roses have always been a favourite on Valentine's Day, a mix of flowers with contrasting colours is growing more popular," she said.

It's not just florists, chocolatiers and jewellers expected to do well out of Valentine's Day this year, with the World Society Protection of Animals (WSPA) tipping pet owners will spend more than $46 million on their animals.

WSPA expects about one-in-three pet owners will spend the day snuggled up with their pets this year.