Business is blooming at Locker's Florist in West Allis.
The National Retail Federation predicts buyers will spend $2 billion on flowers this Valentine's Day.
"We are going and going and going. This is our Christmas," said Mike LinScott with Locker's Florist.
This florist shop expects to sell 3,000 roses today alone.
Long-stemmed red roses are still the most popular flower on the most romantic day of the year.
"Nobody likes to shop on the weekends for Valentine's Day, but when it's in the middle of the week like this, that's the big time," said Mike Szohr with Locker's Florist.
Employees have been preparing bouquets since Friday, but the Valentine's Day rush started back in December.
"We talk to the vendors in December and decide what flowers we want to bring in for our busiest day of the year. It's a process,” LinScott said.
The price of love isn't cheap, some bouquets will set you back $300, others will cost you $20.
Total U.S. spending on Valentine's Day is predicted to reach $18 billion this year.
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