KANSAS CITY, Mo. – Love doesn’t cost a thing, but don’t tell that to sweethearts who observe Valentine’s Day.

Total spending for the holiday is expected to reach $16. 9 billion this year, according to a survey by BIGresearch for the National Retail Federation in Washington. The average consumer is expected to spend $119.67, compared with $100.89 in 2006.

Men are historically the big Valentine’s Day spenders, and this year they are expected to spend $156.22, nearly double the $85.08 that the average woman will spend.

“Men may be looking at Valentine’s Day as a way to make up for that HDTV they splurged on for the Super Bowl,” said Tracy Mullin, president and chief executive officer of the federation.

Consumers age 25 to 34 are expected to be the most generous, spending an average of $164.32, according to the survey. Young adults also are splurging this year, spending an average of $143.39 compared with $81.89 last year. But consumers age 45 to 54 – big spenders in 2006 at $128.78 – are expected to tone it down to $107.81.

Flowers are the most popular gift, followed by cards, an evening out, candy and jewelry.

Surveys by Hallmark Cards show a strong trend toward “casual messages, casual language and casual looks,” along with cards with a handcrafted feel through stitching, attachments and, again, casual messages. The growing popularity of song cards led the company to increase its Valentine’s line from nine in 2006 to 49 this year.

Women also are giving more Valentine’s Day cards to other women as more choose not to marry, defer marriage, are divorced or widowed, said Rachel Bolton, a spokeswoman for Hallmark Cards.

“Greeting cards always reflect the culture, the day, the times,” she said.

Valentine’s Day consumers also plan to spend on family members, friends, children’s classmates, teachers and co-workers.

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(c) 2007, The Kansas City Star.

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Distributed by McClatchy-Tribune Information Services.

AP-NY-02-14-07 1417EST