In 2013 there has been a major increase in the amount that people are spending.
According to the National Research Foundation, American's are estimated to spend $18.6 billion on Valentine's Day items.
Becky Weaver is the owner of Becky's Flowers in Midland and has been in the floral industry for almost 30 years.
"This is the hardest week of the year for the flower industry" says Weaver "it's been a little bit more than I anticipated being my first year in Midland".
Weaver has owned shops in Andrews and Big Lake for years, but now she says that with the large amount of people pouring into the Midland area, there has been a higher demand for Valentine's Day items.
"Most of the men are working in the oil field and so they're wanting us to get it to their sweethearts while they're at work" says Weaver.
With the help of 12 employees and her daughter Elizabeth, Weaver has been able to send Valentine's love to people all over the Permian Basin.
So what are most people buying? Long stem roses; a Valentine's Day favorite.
Even though flower shops in Midland have been busy for a few weeks preparing for Valentine's Day, a recent study found that more than 50% of men do their Valentine's planning in the final days.