The traditional gift of flowers is still the most popular way to say ''I love you'' in Italy on Valentine's Day.
According to a study by the Italian farmers association CIA, which is examining purchases in the run-up to February 14, flowers far outstrip other traditional gifts.
''Some 6.5 million Italians will buy flowers for their loved one this year - far, far more than are purchasing clothing, sweets and particularly chocolate,'' said the organization.
Italians are set to spend 100 million euros on 22 million flowers ahead of Thursday.
Although lilies and orchids are popular, roses account for 60% of all flowers sold during this period.
By the end of Thursday, Italians are expected to have handed over 14 million roses, at a cost of some 45 million euros. That is about 10 times the amount spent on celebratory boxes of chocolates.
According to another farming organization, Coldiretti, red roses are the classic, if somewhat banal sign of passion, while white ones indicate pure, spiritual love.
''Musky pink'' apparently indicates a ''capricious beauty'', a peach colour means secret love and light pink highlights friendship and gratitude.
Yellow roses are ambiguous because they can point to the passion connected to overpowering jealousy but they can also hint at a declining love too.
Flower sales in Italy rise 10% on average during the Valentine's period, although sellers have warned that prices are higher than usual this year.
''This will inevitably slow down purchases,'' said CIA. It predicts that sales will remain at last year's levels, despite a rise in general spending over the last 12 months.
Flower sellers say prices are always fairly high as a result of a lengthy production line and the fragility of the product. However, the situation has been aggravated this year by soaring oil prices, which, they say, are pushing up transport costs.
Nevertheless, CIA highlighted that nothing justifies sellers marking up prices by 500%-600%, as sometimes happens.
To try to protect lovers' wallets, it has published a short price guide on appropriate flower costs this year.
''A single rose can cost anywhere between five to eight euros, an arum lily around three euros, a stargazer lily between seven and eight euros, while a bunch of orchids should cost between 28 and 30 euros,'' the organization explained.
