ROANOKE, Va. (WDBJ7) The National Retail Federation says fewer people are celebrating Valentine’s Day, but spending is up.
At Roanoke's Chocolate Paper, operations manager Maiah McNeil says they’re seeing tons of people come in to buy sweets for their sweetheart.
"We hire seasonal staff," McNeil said. "They are usually with us from Christmas through Valentine's Day... but also we check our stock. We make sure that our best sellers -- the ones that are everyone's favorite -- we definitely keep those in stock and heavily stocked at that.
Sales at the Roanoke store are just a fraction of the estimated $207B Americans will spend this Valentine’s Day. The #1 most popular purchase is candy, followed by greeting cards, flowers, and an evening out.
Ten years ago, more than 60-percent of adults celebrated the annual holiday, but that’s dropped to just over half.