For Shaun Sievers, celebrating today's Valentine's Day is one of the most important ways to show his fiancee love and affection.
The Omokoroa resident was looking for a colourful bouquet at Grey St Flowers yesterday, one of the Tauranga businesses flat-out with people looking for a gift for their loved one this Valentine's Day.
Mr Sievers said Valentine's Day was a special time of year and he was buying a bouquet for his partner of two years, whom he will marry in seven weeks' time.
"It's about showing love and affection. I reckon it's quite important to do things like that for your partner. I will do this every year, it's an every year occasion and it only comes once a year. It makes the relationship stronger," he said.
Mr Sievers said flowers had always had a special meaning to him.
"A lot of people say they die after a while but I think that, while they just sit there, they are really nice."
A spokesperson from Grey St Flowers said they had been busy all day with orders and there had been a constant flow of men through the door.
Bethlehem Floral Studio owner Cheryl George also said they had been very busy.
"We've had to get extra staff in, we're going flat-out and we will be here after five doing orders. We're well ahead of last year."
She said their new online store had contributed to the extra influx of orders. While the traditional Valentine's gift of a dozen red roses was still popular, Ms George said a lot of people were ordering mixed bouquets.
Restaurants were also looking like a popular option for those celebrating Valentine's Day.
Halo Dining at Trinity Wharf executive chef Simon Green said bookings were looking very good, with only one table being reserved for more than two people.
"We're very busy from 6pm to 7pm. We will basically be full, which is the same as every year - we're a pretty popular place for Valentine's."
As well as their normal a la carte menu, Mr Green said the restaurant had an entree seafood platter to share and a sharing dessert platter, both in honour of the occasion.
Mount Bistro owner and chef Stephen Barry said they were fully booked with as many couples as they could seat in the restaurant, plus two tables of four. He said this was not unusual for Valentine's Day.
A number of other florists and restaurants spoken to by the Bay of Plenty Times were too busy to comment.