After spending a record $19.7 billion last year, or $146.84/celebrant, spending this Valentine’s Day is expected to be $18.2 billion; $136.57/celebrant. It’s partly because the percentage of Americans celebrating Valentine’s Day has declined from 63% to 54% since 2007. As for Valentine’s Day cards, forget ‘em. Inflation-adjusted revenue for greeting card publishers has fallen by half since 2002. However, $1.7 billion will be spent on candy; $2 billion on flowers.