It looks like fewer Americans will be celebrating Valentine's Day with cards, flowers and chocolate this year. According to a poll conducted by the National Retail Federation, fifty-four percent of Americans say they're planning on celebrating the holiday, compared to 60 percent in 2013. But those who do want to shower their loved one with gifts will be putting in more of an effort. The average consumer says they'll spend an average of 133-dollars on presents for their special someone this year, up slightly. More than half plan on buying a greeting card. The second most popular item is candy or chocolates, followed by flowers, dinner, jewelry, clothing and gift cards.