Men will do the bulk of the shopping this year, the survey found. The average male is expected to spend $168.74 – nearly twice as much as women – on clothing, jewelry and greeting cards, among other things.

Jewelry is garnering the most attention from Valentine’s Day shoppers this year. Total spending on rings, necklaces and other bling is projected to reach $4.1 billion, up from $3.5 billion last year, according to the research.

Evenings out are also a hot commodity, with consumers expected to spend $3.5 billion for special nights out on the town.