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A couple kisses on Valentine's Day in a shop in Madrid city centre February 14, 2008.

Is it really the thought that counts? Americans will find out this Valentine's Day.

US shoppers will spend 17 percent less, on average, on their sweethearts during the Feb 14 lover's holiday this year, according to a survey by BIGresearch for the National Retail Federation. That comes to about $103 per gift-giver down from $123 last year.

"Valentine's Day this year will be more about small tokens of affection rather than extravagant purchases," Phil Rist, executive vice president at BIGresearch, said.

Some people will do away with gifts altogether and arrange "quality time" with their heart's desire at home instead, while others will set strict budgets for what they are willing to buy, he said.

But the most popular traditions won't die too fast. Nearly half of those surveyed said they would go to a restaurant on Valentine's Day and more than one-third said they plan to buy flowers. About 58 percent said they would send greeting cards, up from 56.8 percent last year.

According to the survey results, the majority of those surveyed (90.8 percent) will spend the most on their spouse ($67.22), with other family members getting about one-fifth of their budget ($20.95). Smaller amounts will be spent on children, teachers, co-workers and pets.

Total U.S. spending is expected to reach $14.7 billion for the holiday. The survey polled 8,850 consumers in early January about their Valentine's Day spending plans.

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(Agencies)

是否真的是心意到了就行了？今年情人節(jié)，美國人便能看個究竟。

美國全國零售業(yè)協(xié)會委托BIGresearch開展的一項調(diào)查顯示，今年情人節(jié)美國人的平均消費將下降17%，人均開支將從去年的123美元下降至今年的約103美元。

BIGresearch執(zhí)行副總裁菲爾?里斯特說：“今年情人節(jié)更受歡迎的將是那些表達愛意的小禮物，而非昂貴的奢侈品。”

據(jù)他介紹，有些人干脆省去禮物，而打算與心上人在家共度“溫馨時光”，而其他人則表示將嚴格控制預(yù)算。

但最流行的情人節(jié)傳統(tǒng)不會輕易消失。近一半的受訪者稱今年情人節(jié)他們將和戀人出去吃飯，超過三分之一的人稱他們打算買花送給對方。約58%的受訪者表示將寄賀卡，較之去年的56.8%有所上升。

調(diào)查結(jié)果顯示，多數(shù)受訪者（90.8%）表示情人節(jié)的主要花錢對象是伴侶（平均為67.22美元），約五分之一的預(yù)算（20.95美元）將用于家庭其他成員。用于孩子、老師、同事和寵物的預(yù)算更少。

今年情人節(jié)美國人的總消費預(yù)計將達147億美元。這項情人節(jié)消費意向民調(diào)于今年1月初開展，共有8850名消費者參加。

（英語點津姍姍編輯）

Vocabulary:

do away with:廢除；去掉