Americans will spend a record $20.7 billion on Valentine’s Day this year, according to the National Retail Federation. Beyond significant others, consumers are purchasing more on gifts for children, parents, friends, coworkers, and even their pets.

Cheryl Bridges, a noted expert in retailing and interim director of the Center for Retailing Studies, said, “Although fewer Americans are celebrating the event, spending is up due to more experiential gifting,”

Some unique ideas for 2019 include:

Personalized items
Coffee mugs
Map of the stars to commemorate a special day from your past

Weekend getaway
A trip to the spa
Tickets to a concert or show
Dance or painting classes
Signing up for an event together
Getting a babysitter and having a kid-free evening at home

Valentine’s Day-themed pillows, bedding, and clothes
Discounts on treats