Northland couples don't mind splashing out for a romantic Valentine's Day.
Owner of A Deco, Whangarei's most expensive restaurant, and Cuisine Regional Chef of the Year Brenton Low said February 14 was always one of the busiest days of the year for his restaurant.
"People started making bookings months ago. We often get people who would never [otherwise] come to the restaurant," he said.
Florists have been overwhelmed with orders. Bloom owner Martin Ryler said he has been happy with the number of orders coming in for the day.
"It's slower than it was three years ago, but everything's hard for consumers at the moment," he said.
He said one customer had ordered $300 worth of roses and was intending to propose with the bouquet.
Rose growers have been known to quadruple prices for the period around Valentine's Day as demand is so high.
My Ryler said the rise in price doesn't deter romantics.
"Nothing can stop love."
Amber Lee Florist owner Cheryl Mokaraka-Crump said most people have been ordering traditional red roses for the special day.
"Most people go traditional, but it's either all red roses, or no roses and something colourful," she said.
Cinema manager at Events Cinemas Whangarei James Masters said a night out at the movies is still a popular choice.
"It's always steady on Valentine's Day," he said.
"Usually people come in after a couple of drinks at dinner and it's all very lovey-dovey."
This year cinema fans have the unusual offering of the new Die Hard film premiering on Valentine's Day.
"That's quite a unique pick, maybe if last year the girls got to choose the film, this year the guys could," Mr Masters said.