Every day is your chance to say it, but Feb. 14 is an obvious chance to show your loved ones how much you care about them.

While some embrace the holiday, others say Valentine's Day has become nothing more than a cash grab. News 12 spoke to Marshal Cohen, Chief Retail Analyst at Circana, about how much cash we will be spending on gifts.

Chocolates and flowers are popular purchases this time of year. For a traditional box of chocolates, Cohen says you'll be spending anywhere from $18 to $25. For flowers, be prepared to pay more. A regular bouquet assortment will run you between $20 and $100, roses are pushing $88 for a dozen. The average for fine jewelry, he says, is between $400 and $600.

If you plan on wining and dining your sweetheart, the bill and experience my leave a bitter taste in your mouth.

"Fine dining averages around $60 per person," said Cohen. "On Valentine's Day it runs $88 per person. You also get smaller portions and a lot more people packed in."

For those looking to make the day of love one their wallet will love to, Cohen suggests a trip to your local grocer for both flowers and your meal plan.

"Generally buying food at a grocery store compared to dining out for the same meal is running around a third less."

That kind of effort is sure to make hearts grow, not your budget.