(NBC News Channel) - Today is also an opportunity to splurge on our pets.
According to the American Pet Products Association, Millennials account for more than a third of all pet owners nationwide.
At least a quarter of consumers under the age of 35 plan to shower their furry friends with goodies today.
And they will outspend older shoppers when it comes to their pets.
The National Retail Federation says spending on pets is expected to exceed more than 700 million dollars today.
Many retailers now feature Valentine's Day sections and online shopping geared specifically for doting pet owners.