The Friday File: This year consumers will spend $27.4 billion, or $196.31/person on Valentine’s Day, shattering last year’s record of $20.7 billion. This year’s total includes the spending of $1.7 billion, $12.21/person, or 6% of all Valentine’s Day spending, on pets. 55% of the population plans to celebrate Valentine’s Day, up from last year but down from the peak of 63% in 2009. Happy Valentine’s Day!