Those celebrating Valentine's Day in Chicago area can expect higher prices for chocolate, flowers

CHICAGO (WLS) -- This Valentine's Day, plenty of people are feeling the love, but they're going to have to put their money where their heart is when it comes to showing their love.

Love was in the air for Nicole Shorter and her nieces as they celebrated this Valentine's Day weekend.

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"I always just get something sweet to eat. I make sure I take care of myself and always my friends, coworkers, family members," Shorter said.

But while some remain sweet on the day, others may sour on the cost of affection, as the price of love goes up in 2026.

Thanks to a poor harvest in West Africa, where most of the world's cocoa beans are grown, along with tariffs, inflation and rising demand, this Valentine's, the price of chocolate is way up.

"Things are very expensive now, but the love that my mom has given my family over the years is priceless," shopper Stefona Reed said.

Kilwins' Hyde Park store is offering a wide variety of treats for the day at the South Side location and the chocolate shops' six other Chicagoland locations.

And anyone looking to buy the other popular gifts of the day, to express their devotion, will see an increase, too.

According to the National Retail Federation, Valentine's Day spending is projected to hit a record $29 billion this year, with people spending an average of around $200.

Data from the Bureau of Labor Statistics Consumer Price Index shows prices for key gifts like candy, which costs 10% more compared to this time last year. Jewelry has inched up, seeing a 4.9% rise. Flower prices have gone up 7.2%.

That has seemed to affect the number of orders at LaSalle Flowers, where a bouquet of a dozen roses could cost around $100.

To manage, many consumers have decided to give more thoughtful, less expensive gifts.

And because of a cultural shift, Valentine's Day is no longer seen as solely for romantic relationships. It increasingly includes friends, family members, self-care and even pets.

This year, A Paw Place has love-themed treats for fur babies.

"Everybody loves their dog, and that's just what Valentine's Day is about. It's about love, whether friends or family," said Oscar Lacey, with A Paw Place.

Of course, some will be celebrating with a romantic dinner.

But regardless of the expression of admiration, for many the day is only about love.