The ante has been upped for this year's Valentine's Day because it falls on a Saturday.
Partners will feel the pressure as there will be a whole day to impress the one they love.
Pasquale Trimboli is the co-owner of three Canberra restaurants including Italian and Sons on Lonsdale Street in Braddon and says that it's not uncommon to see customers take it to the next level.
"We do see a lot of engagements," he said. "Being on a weekend this year, it's a big one… there's a lot of expectation as much as anticipation."
While most Canberrans will likely be using the time to relax with loved ones, for some Canberra businesses it will be one of their busiest times of year.
Florists, chocolatiers and hot air balloon operators in particular will be gearing up for a big weekend.
Embassy Florist owner Esther Byrne says that she has already received orders for Saturday equivalent to what she would normally receive in an entire week.
"There's quite a few orders in advance," she said. "You also get a very big hit on the day from some gentlemen."
For those prone to forgetting the date, this year's Valentine's Day means Canberrans who would normally be at work will have the whole day to make plans.
Design A Bunch owner Jenny Williams says for some this year will be a long-awaited opportunity to impress their significant other at any cost.
"There is one guy who comes in every year and outdoes himself every year," she said. "He says, 'If someone else in the department gets something bigger, I need to know about it'."
"He won't be outdone."
Despite for all the love and goodwill, Balloon Aloft's Sue de Graaf isn't convinced that Valentine's Day will be anything more than business as usual after her 30 years experience in the industry.
"I'm a very practical person," she said. "To me it's just another Hallmark holiday."
"A lot of people don't realise it's Valentine's Day – it's just February 14."
Mr Trimboli admits it can also be a stressful time of year, even if there's ample time to prepare.
"We book out four weeks in advance," he said. "We generally get a lot of calls in the days leading up. The phone's going crazy so we've had to put a message on the phone."