Published: Feb 13, 2014 4:21 PM EST
Updated: Feb 13, 2014 5:47 PM EST

LEE COUNTY, Fla.- It's going to be a long day and a half. That's the prediction of Justin Schaffer, owner of Irresistable Confections in Fort Myers. He's getting only a little sleep, while making chocolate, and some extra money, at Valentine's.

"These three days are like Christmas and the month of December rolled into one. These three days are just so busy," said Schaffer. "But I love it. We are serving our customers and making some items with fruit, dipped in chocolate, so it's good."

Things also are busy at Fort Myers Florist, where extra help is designing flower arrangements for the day of love and romance. The place also has hired more drivers to deliver flowers around the area.

"We are so excited. We are taking orders from customers. Our designers are creating some great bouquets. And our drivers are out on the road delivering.   This is a very good time for those of us in the flower business. Second only to Mother's Day," said Patricia Martinez, an executive with the company that owns and operates Fort Myers Florist.

The National Retail Federation estimates that Americans will spend about $17.3 billion on Valentine's Day. The most popular gifts are chocolote and candy, followed closely by flowers and dinner out at a restaurant.