Italians were expected to dig deep into their pockets for Valentine's meals and gifts on Thursday despite last month's inflation rate being at its highest since 2001.
According to the National Federation of Bar and Restaurant Owners (Fipe), 3.6 million Italians will be celebrating Valentine's Day over romantic dinners in restaurants this year, spending an average of 30 euros a head - more if the restaurant is providing musical entertainment or running a Valentine's theme night.
Restaurant tills were expected to ring to the tune of 111 million euros by the end of the night.
Italian jewellers were also anticipating brisk business, as Valentine's gifts usually account for 6% of annual takings in the sector.
Italians who choose to buy their loved one jewellery fork out an average of 100-400 euros each, Italy's largest retailers association Confcommercio said.
For those planning to say it with flowers, National Federation of Florists Federfiori was keen to underline that prices have not changed since last year despite inflation: a single 70 cm-stemmed rose costs 3 euros, while an extra special rose with a stem of up to 100 cm costs 6 euros.
Around 22 million flowers - 14 million of them roses - are expected to sell by the end of Thurday night for a total of 100 million euros, according to Italian farmers' association CIA.
Valentine's Day accounts for 50 per cent of the total profits for February for the country's florists, Federfiori said.
