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Americans will charge more than $5 billion for "Valentine's Day" purchases this year, compared to $4.2 billion for 2006. Totally, consumers will shell-out nearly $17 billion for the holiday in 2007, compared to $14 billion last year. The National Retail Federation's "2007 Valentine's Day Consumer Intentions and Actions Survey" found that on average, each consumer will spend $119.67 on Valentine's Day this year, compared with $100.89 last year. The top gift is flowers, followed by cards, candy, a night out and jewelry. According to the NRF survey, the average male is expected to spend $156.22, nearly double the $85.08 that the average female will spend. About 63% of consumers planning to celebrate "Valentine's Day."