Valentine's Day sweetens sales volumes.

By Debbie Blossom, Tulsa World, Okla. Knight Ridder/Tribune Business News

Feb. 10--Retailers are counting on Valentine's Day to keep the sales flowing this month after Super Bowl splurges on food, parties and big-screen TVs.

Spending for Monday's observance is projected to reach $13 billion this year, says the National Retail Federation, as Feb. 14 has blossomed into the third-largest retail holiday of the year.

The NRF found that almost 62 percent of consumers this year plan to celebrate the holiday, up from 59 percent last year. But the average amount spent will be less, down to $97 from $99 in 2004, it said.

Still, the day that spotlights romance and friendship brings a healthy burst of business at florists, restaurants, and gift, card and candy shops.

Consumer sentiment makes this time of the year the second-largest selling season …