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CHARLOTTE -- Chocolate, candy, cards, and flowers are flying off the shelves, but it's not a surprise.

According to the National Retail Federation, Valentine's Day purchases are up more than 8 percent from last year. They said this year, the average person will spend roughly $126 on gifts.

Staying up late and arriving early in the morning, chocolate shops are prepped for the Valentine's Day chaos.

"Just kind of getting ribbons cut and boxes out and smiles on and ready for people,” said John Elliott, vice president of Davidson Chocolate Company.

On average, Davidson Chocolate sees about 35 customers a day at their Dilworth location.

"I would say we'll probably have between 200 and 300 come through the door, and we did about 170 yesterday,” said Elliott.

Both Davidson Chocolate and The Secret Chocolatier are a small family businesses, so this one holiday gives them the boost they need for the year.

"It's kind of a build-up of our funds, and then it helps us continue going throughout the year, so it's a good capital to keep us going,” said Robin Ciordia, a partner in her family's business, The Secret Chocolatier.

With less sleep and more chocolates to be made, they said they know how crucial Valentine's Day is for their success.

“This is really when people think about chocolate, and more and more these days, people are going local,” said Ciordia.

That small, family feel is why many customers are willing to spend a bit more than at a drug store.

"Try to support local businesses, small chocolate store like this, or a bike store, things like that. You can get it cheaper online, but it also helps if you didn't plan ahead, you can come do it,” said Tony Greiner, a customer at The Secret Chocolatier.

With fewer employees than a major retailer, it's all hands on deck, as those last minute shoppers start lining up before, during, and even after they're open.

"It's a lot of fun,” said Ciordia. “It makes the day go by fast, for sure."

And the Valentine's Day and chocolate correlation is something they're happy about.

"I kind of wish there was a Valentine's Day in June or July, I wish Independence Day had the same kind of association, it would be great for business,” said Elliott.

These chocolate shops say it doesn't matter what day of the week Valentine's Day is for them, they'll always be busy the day before, and day of, the holiday. However, one local florist said for them, a weekday is better and increases business, because spouses want to surprise their loved one with deliveries at work.