FOLEY, Ala. — May it be flowers, diamond earrings or candy hearts, Americans and Foley residents will shell out some serious cash for their sweeties this Valentine’s Day, even if it’s a bit less than previous years.

Last year, the average American spent a total of $122.98 on their significant other on Valentine’s Day. This year, the U.S. National Retail Federation survey estimates the average amount spent will be less, at about $102.50. This amount is for the total of money spent on not only gifts, but meals and entertainment for the day. The survey says the most will be spent on a spouse, about $65, with gifts for friends, children and pets close behind.

Locally, while sales of Valentine’s gifts may be down from last year, they are still high, but a bit late.

“People are definitely waiting more last minute to order,” Nikki Paschen of Passion for Flowers, formally Christie’s said. “At the beginning of this week it didn’t look so favorable. But now the order sheets are pouring in. I think people are waiting to see that paycheck at the end of the week.”

The florist has seen orders for the usual dozen red roses, but for those that find those prices unfavorable they are opting for smaller orders, or different types of flower arrangements all together.

“It seems like people are waiting to see what they do for Valentine’s day, if they can do much. We have definitely seen more orders for vase arrangements with roses and lilies or a combo of fresh Valentine’s color flowers.”

The trend for sending greeting cards on Valentine’s started when one was sent in 1415 to the Duke of Orleans in France. The Duke sent a card to his wife who was imprisoned in the Tower of London after the battle of Agincourt.

The greeting card industry anticipates 190 million cards will be sent this year. This number doesn’t include homemade cards or cards made in school by students.

For Americans with a sweet tooth, more than 45 percent will send candy to their loved ones this year, which adds up to about a billion dollars in revenue for the candy industry.

In terms of jewelry, local jeweler Sharon Parke of Parke Place Jewelry and Gift Shop has seen a precipitous drop in sales.

“It’s way less than last year,” she said. “People just can’t buy expensive gifts right now when they can barely afford their groceries. People who are coming in are buying gold jewelry. I’m having more people sell me jewelry than buy it.”

While the Valentine business is a $14 billion industry in the US, countries all over the world celebrate their sweeties too.

In Japan, women give gifts on the day of love to men, while the men don’t return the favor until a month later w on a day called “White Day.” Gifts are often chocolates or lingerie.

In Brazil, single women perform a ritual in which they write the names of the men they desire on pieces of paper, then open a random one on Valentine’s morning . The name on the paper supposedly is the man she should marry.

In India, the holiday is both loved and hated. It creates a boom in the economy for all the flower exporters, but isn’t exactly celebrated in the country where outward displays of affection are not commonplace.

For the people of India, it's quite the love-hate relationship.