According to the National Retail Federation, U.S. consumers are expected to fork over almost $17 billion this year on Valentine's gifts for their loved ones. That's $17 billion spent on one day -- in the name of love.

Valentine's Day is the third largest retail holiday of the year. What about the theory of "money can't buy love?" This apparently is a changing mindset as we scramble to empty our wallets in order to show just how much we love someone. The average woman will spend $85 and the average man will spend $156 this Valentine's Day. This is a lot of money to show someone simply that you love them and care for them. Isn't it the thought that should count, not the price tag?

I challenge you to express your true feelings with gifts from the heart rather than from the wallet. And if you've already bought Valentine's Day presents for your special someone, that's okay - shower them with both kinds of gifts this year and apply this advice for next year.

This Valentine's Day, try to forget about the material goods and the cost of love, but look deep for some truly heart-felt creativity to express your love to that special someone. Cook an amazing meal instead of spending hundreds on a fancy dinner, or make your own gifts and cards instead of buying them. Think of all of them money you can save; you may even be able to save so much you could apply it to a romantic getaway in the future. Be wise on the money you spend, for you are not buying the love you already have.