As consumers rush out to buy their last minute Valentine’s Day gifts, small businesses are reaping the rewards thanks to careful planning.

“This is a big day for us,” says Ziad Dalal, president and founder of Nestle Toll House Café by Chip. Delal says that careful preparation and strategy allow small businesses to capitalize on consumer holidays like Valentine’s Day and Christmas. “The days of being silenced by the big boxes are over,” says Dalal. “It’s now very easy for small businesses to get a piece of the consumer spending pie. It comes down to variety, value and unique merchandise.”

There will be a large consumer spending pie this year. According to recent data from the National Retail Federation, consumers are expected to spend $17.6 billion on Valentine’s Day gifts and activities for their friends and loved ones. That number is up more than 8.5% over last year and the highest amount in the survey’s 10-year history.

For chocolatier Jean Younger, owner of Sleepy Jean’s Confections in Lawrence, Kansas, variety is a key to capitalizing on the expected boost in spending this year.  “We pair our chocolates at the florist with stuffed animals, dip strawberries on sticks so they can go in arrangements, have foil-wrapped lips and heart-shaped suckers – anything that says ‘love’ that we can make out of chocolate, we do.”

Younger has one more creative strategy for the holiday. She is partnering with local wineries and florists to provide consumers with all their Valentine’s Day needs. Perfect for the last-minute shopper.

Click here to read more about how small businesses are in love with Valentine’s Day on TheStreet.