国际英语新闻：U.S. average spending on Valentine's Day to remain unchanged as last year's

LOS ANGELES, Feb. 13 (Xinhua) -- The average consumer in the U. S. is predicted to spend 103 dollars on Valentine's Day gifts and merchandise, virtually unchanged from last year's 102.50 and 16 percent less than the 122.98 in 2008, according to a survey made public on Saturday.

The survey of 9,578 adults was conducted by BIGresearch for the National Retail Federation (NRF), the world's largest retail trade association.

The survey found that Valentine's Day, which falls on Feb. 14, will be celebrated by 59.6 percent of the adults polled, down from 62.8 percent last year, with 35.6 percent spending a special night out, down from 47 percent last year, when Valentine's Day was on a Saturday; 35.6 percent buying flowers, nearly the same as last year's 35.7 percent; and 15.5 percent buying jewelry, compared to 16 percent last year.

As in previous years, men will spend nearly twice the amount women do. The average man plans on spending 135.35 dollars and women 72.28, according to the survey.

"While some may view Valentine's Day as a cliche, many people still look forward to giving significant others, friends, family and even pets something special," NRF President and Chief Executive Officer Tracy Mullin said.

"Rather than not give anything at all, consumers will instead focus on small, thoughtful gifts for the people who mean the most to them this year."

According to Roman legend, the holiday gets its name from the third century martyr Valentinus, who was imprisoned and killed for his Christian beliefs. While jailed, he restored the sight of his jailer's blind daughter.

The night before his execution, he wrote a farewell note to the girl, which he signed, "From your Valentine."

In fifth century Rome, people honored Juno, the pagan goddess of love and marriage on Feb. 14. During the celebration, men would draw women's names and court them for marriage.

Around 498, Pope Gelasius declared Feb. 14 as St. Valentine's Day to honor the martyr Valentinus and end the pagan celebration.

The tradition of sending heart-shaped valentines is said to have begun in England in the 1840s, later spreading to the United States.