The buzz of Valentine's Day caught on with consumers as florists, jewellers and restaurants were among the businesses to see a jump in sales.

Figures released by electronic transaction company Paymark show traditional Valentine's Day gifts like flowers remained popular this year.

Spending at florists increased 154.4 per cent in the week before Valentine's Day, with over $3 million being spent at florists around the country.

However, florists may have noticed a smaller Valentine's Day rush than last year.

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The week-on-week sales increase at florists was down 12.8 per cent on the week-on-week increase recorded last year, when consumers spent $3.5 million at florists in the week before Valentine's Day.

Spending on watches and jewellery jumped sharply compared with the week before, with Paymark recording a 41.8 per cent increase.

Spending at bookshops increased by 25.2 per cent yesterday compared with the previous Saturday.

Restaurants were also a popular choice, with a spending increase of 25 per cent compared with the previous Saturday.