NEW YORK (CNNMoney.com) - From candy and cards to roses and reservations, consumers will be opening their wallets to express what's in their hearts this February 14.

The average consumer will spend $100.89 on Valentine's Day, according to the National Retail Federation (NRF) 2006 Valentine's Day Consumer Intentions and Actions Survey, conducted by BIGresearch for NRF. That's up from $97.27 last year.

Total Valentine's Day spending is expected to reach $13.70 billion in 2006, the survey said.

Men will be the biggest spenders this Valentine's Day, spending $135.67, almost double the $68.64 that the average woman will spend.

Nearly half of those polled will celebrate by buying candy or going out for the evening. Other popular gifts include flowers, jewelry and the less-romantic gift certificate.

More than 36 million heart-shaped boxes of chocolate will be sold for Valentine's Day, according to the National Confectioner's Association.

"When it comes to shopping for their special someone on Valentine's Day, consumers turn to more sentimental gifts," Tracy Mullin, president and CEO of NRF, said in a statement.

"Retailers know that traditional Valentine's gifts, including candy, cards, jewelry and flowers will remain holiday favorites and they stock their shelves accordingly."

The NRF 2006 Valentine's Day Consumer Intentions and Actions Survey, conducted for NRF by BIGresearch, polled 6,618 consumers between Jan. 1 and 11. The consumer poll has a margin of error of plus or minus 1.0 percent.

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