Americans will spend more on co-workers, kids, family and friends than the significant others in their lives, according to the National Retail Federation.

What each consumer will spend on average for co-workers ($32.77) and friends ($27.99) will hit an all-time high, according to the retail group's research. Spending on children and parents will reach $37.92, the highest level in four years.

That's about $98 vs. $77 for loved one.

What Valentine's Day stands for seems to have shifted from romantic love, branching out to cover all sorts of love - even like. And that's good for retailers, which are pushing the holiday with a variety of sales.

"Valentine's Day isn't a holiday that you typically think about office supplies, but we are seeing customers being a little more creative this year in what they are giving for the occasion," said Jason Shockley, spokesman for Office Depot.

The retailer is seeing a rush of sales for its new line of fashion organization products called See Jane Work. Shoppers are coming in to buy the colorful items for family members and co-workers.

"Years ago, Valentine's Day was more romance, champagne, roses, flowers and chocolate," said Britt Beemer, a retail analyst and founder of America's Research Group. "Not so much anymore."

Today the holiday is a chance to buy your daughter the Valentine's Day version of the Sing-a-ma-jig, a crooning red and pink creature of some kind that sings "Let Me Call You Sweetheart." She also makes heartfelt jibber-jabber when you squeeze her belly.

They are wildly popular among shoppers at Toys R Us, said spokeswoman Adrienne Giordano. So is the Luv Pup, a Valentine-themed Pillow Pet.

It's no surprise the toy industry gets a little boost during February - a typically lackluster time for retail sales. Results of a Communispace study that found 83 percent of people who gave Valentine's Day gifts in 2010 gave one to their children while only 66 percent of respondents gave a gift to their significant other.

Wal-Mart Stores has specifically stocked shelves with some nontraditional items because of the rising number of consumers buying for someone other than a significant other, said Nicole Pifko, a company spokeswoman.

"Walmart is offering a variety of Valentine's Day gifts for the whole family this year," she said.

There are waffle makers, maybe for Mom, and candles for your best friend.

At J.C. Penney, the department store is going more traditional - advertising hundreds of jewelry items at up to 70 percent off - but that's not what Jeri Seymour was in the market for Monday.

She was purchasing a set of bath towels.

Bath towels? Well, they were red. But they weren't a romantic gift.

"These are for my dad. His have holes," she said. "I figured I would use the holiday as an excuse to get him some new ones."