The number of people surveyed who plan to celebrate the holiday has dropped by nearly 10 percentage points since 2007.

For the past decade, customers have been increasing their Valentine’s Day spending, but according to an annual survey released by the National Retail Federation and Prosper Insights & Analytics, Valentine’s Day spending is expected to decrease in 2017.

U.S. consumers are expected to spend an average $136.57, down from last year’s record-high $146.84. Total spending is expected to reach $18.2 billion, down from $19.7 billion last year, which was also a record.

“Valentine’s Day continues to be a popular gift-giving occasion even if consumers are being more frugal this year,” NRF President and CEO Matthew Shay said. “This is one day of the year when millions find a way to show their loved ones they care regardless of their budget. Consumers will find that retailers recognize that their customers are looking for the best deals and will offer good bargains just as they did during the holiday season.”

Historical Planned Valentine’s Day Spending
Starting at an average $119.67 for a total of $16.9 billion in 2007, Valentine’s spending grew most years over the past decade before hitting last year’s record. But the number of people surveyed who plan to celebrate the holiday has dropped by nearly 10 percentage points over the same period from 63% in 2007 to 54% this year.

This year’s survey found consumers plan to spend an average $85.21 on their significant other/spouse, $26.59 on other family members such as children or parents, $6.56 on children’s classmates/teachers, $6.51 on friends, $4.27 on co-workers, and $4.44 on pets.

Planned Valentine’s Day Gift Recipients
Consumers plan to spend $4.3 billion on jewelry (given by 19% of shoppers), $3.8 billion on an evening out (37%), $2 billion on flowers (35%), $1.9 billion on clothing (19%), $1.7 billion on candy (50%), $1.4 billion on gift cards/gift certificates (16%) and $1 billion on greeting cards (47%).

Also popular this year are “gifts of experience” such as tickets to a concert or sporting event, a gym membership or an outdoor adventure. While 40% of consumers want an experience gift, only 24% plan to give one.

Planned Gift Purchases for Valentine’s
Consumers plan to shop at department stores (35%), discount stores (32%), online (27%), specialty stores (18%), florists (18%), and local small businesses (15%).

“While fewer are planning to celebrate Valentine’s Day this year, millions of shoppers will still make room in their budgets to spoil their loved ones,” Prosper Principal Analyst Pam Goodfellow said. “Consumers can expect promotions on everything from flowers to date-night dinner packages in the coming days, leaving plenty of ideas for those looking to spoil their Valentines.”

The survey, which asked 7,591 consumers about their Valentine’s Day plans, was conducted Jan. 4-11 and has a margin of error of plus or minus 1.1 percentage points.