(MONEY Magazine) – First aired Dec. 10, 1951, the 10th episode of I Love Lucy opens with Ricky Ricardo toting home a $3,500 mink coat he's rented for his nightclub act. But when his crazy redhead eyeballs that spectacular coat, she smothers her panicked, bug-eyed hubby in kisses for remembering their anniversary (which, natch, he totally forgot). For the rest of the show, Lucy lives in mink, even while washing dishes. As you can guess, the coat finally gets returned -- after predictable sitcom high jinks -- and the Ricardos manage to live wackily ever after. In America's politically correct 1990s, Lucy might not even want a mink. But the idea of lavish anniversary gifts is very much in style. The big-gift trend is catching on because 1) couples are marrying later in life and hence are better established financially and 2) let's face it, many of today's marriages need all the positive reinforcement they can get. As a result, anniversary celebrations are now often memorable events -- with price tags to match. "The act of spending the time to buy someone a gift," says Ann Clurman of market researcher Yankelovich Partners, "is more a sign of love than it ever was." What is also true, according to retail consultants and marketing trend spotters, is that more and more Rickys are giving their Lucys (or vice versa) nontraditional gifts, like landscaping services or Caribbean cruises, instead of furs or jewels. So how much are people shelling out to show their love these days? That depends on how long they've been married. During the first 10 years, couples -- who are often still childless -- tend to splurge, spending $100 to $500 a person every year. That drops to $50 to $300 a person a year over the second decade as family finances get stretched by kids and mortgages. After the 20th, though, watch out: Budgets get lavish, ranging from $300 to $2,000 a year, especially for markers such as the silver 25th and golden 50th anniversaries. With the peak anniversary (and wedding) season at hand, here are some novel ) gift ideas from the more than 20 authorities we consulted. Most items would be suitable for one spouse to give another, and many are fine for relatives or friends: -- "Married couples work so hard now that they want gifts to let them relax and break out of work environments," suggests Andrea Claster, a Westport, Conn. gift consultant and party planner. Example: hot-air balloon rides. For $200 to $300, you get 45-minute to hour-long rides that often include champagne brunch a deux -- after you land. Oenophiles can float above California wine country with Balloon Aviation of Napa Valley (800-367-6272) while kids-at-heart can wave down to Mickey with Airborne Balloons in Orlando (407-380-7146). Check the Yellow Pages under "Balloon -- Manned" for nearby rides. -- "Do some research and give the couple something that commemorates the event," offers etiquette expert Letitia Baldrige. For example, send a bottle or case of wine from the year of the wedding. If you can't find the vintage or label you want, call the Wine Club (800-966-5432), which searches nationwide for discounted vino, then ships anywhere (except to Idaho, Tennessee and Texas, where legal difficulties arise). Cost: 12% over the wholesale price, plus shipping. For a 10th anniversary this year, Wine Club president Ron Loutherback suggests the 1984 William Hill Gold Label Reserve, a Napa Valley cabernet ($160 a case; $30 shipping). -- "In tough times, couples appreciate gifts that help out," says Dawn Bryan, a New York City gift consultant. "An older couple on a tight budget might like gardening service for the summer," she says. Or pick up the ever-rising tab for babysitting and give younger lovebirds a night on the town. American Express Gift Cheques, available at AmEx travel offices or wherever you buy traveler's checks, can be redeemed at any restaurant or hostelry in $25, $50 or $100 denominations, plus a $2.50 fee per check. -- "Many children send their parents on second and third honeymoons, and they often get first-class tickets," says Randy Petersen of InsideFlier Magazine. Award your frequent-flier mileage to friends or relatives, he recommends. About 60,000 miles are needed for one round-trip first-class ticket to Hawaii (or any domestic flight). Exceptions: Delta and TWA allow mileage redemption only for relatives (no friends). Renewing vows on deck is also booming: Request the anniversary package aboard the 85-cabin Star Clipper. For a six-island, seven-day Caribbean sail, including Nevis, St. Barts and Anguilla, you get an outside cabin, champagne, fruit basket and $100 shipboard credit (best deal from discount agency: the Cruise Line,800-777-0707; $1,295 per person through July 23, without air fare). -- "In the '90s, couples are more likely to select a day at a spa or sports equipment than something to wear," says Christi Vandaveer, a Bloomingdale' s personal shopper in New York City. Possibilities: Treat your stressed-out spouse to a professional shiatsu or Swedish massage at home for $40 to $80 an hour. The American Massage Therapy Association (708-864-0123) will refer you to a local office, which then recommends a nearby reputable therapist. For all-over rejuvenation, call Spa Health Consultants (800-777-7546) to find a day spa in your area ($100 to $300 for four- to eight-hour packages, including facials, aromatherapy, mud baths and more). Fitness buffs might prefer his and her pairs of the just-released Rollerblade Bravoblade GLXs, about $229 a pair at most sports outlets. Even outdoor gear has gone romantic: Recreational Equipment Inc. (800-426-4840) offers a two-pound GeoDome tent, complete with netted roof vent for star gazing ($325) and two goose-down Fat Cat sleeping bags that zip together ($200 each). -- "Don't expect anyone to read your mind. Communicate your interests and how you'd like to celebrate,"advises Dr. Jane Karlsberg of the Couples Center in Bethesda, Md. "I know one husband," she continues, "who bought his wife a cross-country ski machine, which was something he wanted. She got quite offended." In other words, scout ahead. Or shop together, suggests Barneys' personal shopper Louise Maniscalco in New York City. "Couples who have been married several years,"she says, "may need to replace wedding gifts." Maniscalco recommends turning the practical into the unique -- for instance, one-of-a-kind dishes (cost: $120 for six heart-shaped dessert plates by London designer Maryse Boxer) or antique monogrammed linens ($40 to $1,000 for 1900s- to 1950s-era tablecloths and napkins; 212-833-2104). Above all, say the experts, make sure your gift is personal. If your happy campers recycle to save the earth, for instance, then the perfect present could well be matching Patagonia Synchilla sweaters ($85; 800-638-6464), each woven from the spun fibers of 25 melted soda bottles.