Times might be tough but in Rotorua there is still plenty of money around to celebrate love.
Rotorua's sulphuric air has today been replaced with love as people around the city celebrate Valentine's Day.
Local businesses are reporting a surge of sales in flowers and gifts.
Rotorua's Fusion Flowers owner Charis Yule said there were two types of Valentine's Day - a weekend and a mid-weeker.
"When it's during a weekday it's just crazy, people like to send flowers because they are usually working and can't go away anywhere instead.
"I think this year is bigger than last year."
Mrs Yule said they had prepared almost 200 orders to deliver today, with more sales expected throughout Valentine's Day.
"It's especially popular with teenagers this year."
She said they had been very busy with orders from students, offering free delivery to schools this year.
"The students usually don't have much money, so it's nice for them."
Mrs Yule said the biggest order so far was a $200 package made up of a dozen roses, chocolates, balloons and a teddy bear.
Rotorua's Pascoes the Jewellers manager Rooney Bunink said the very thought of Valentine's Day was enough to make some men consider engagement.
"It makes people come and start looking, I had a guy come through earlier looking at engagement rings but he said he wasn't going to propose just yet."
Miss Bunink said she had sold necklaces, rings and watches.
"I'm really pleased with how sales are going and it's rewarding selling people something nice for a special occasion."
A Department of Internal Affairs births, deaths and marriages court officer said there were 61 successful marriage licences completed in Rotorua so far this year.
She said there was only one marriage planned for today in Rotorua.
Relationship Services Whakawhanaungatanga chief executive Jeff Sanders said for those people with busy or stressful lives the best thing to give was time.