(Washington D.C.) - It’s likely going to cost more to purchase something for your special someone on this Valentine’s Day.

According to the National Retail Federation, the average person will spend just over $190 for the holiday. That’s a $17 dollar increase over last year.

Despite the rising costs, consumers are not expected to cut back.  Experts say one reason some people spend so much on Valentine’s Day is they also buy gifts for friends, co-workers and even pets.

Only Mother’s Day compares to the amount of business generated on Valentine’s Day, according to the NRF, which is based in Washington D.C.