Merchants are hoping for a Valentine’s Day validation.

Retailers and others are looking for any signs that an economic comeback is truly mounting. Money spent on sweethearts and spouses could prove to be the latest barometer, some say.

“We definitely are seeing more traffic this year compared to last,” said Nichole Cook, manager of Bradley Gough Diamonds, 4321 W. Jefferson Blvd. “Usually, Valentine’s Day is not a huge jewelry holiday. But with the increase we are seeing, we’re hoping to set a nice trend for the rest of the year.”

Cook couldn’t provide last year’s sales figures, but said purchases this year for Valentine’s Day have ranged from $400 to $5,000.

“People are buying a lot of engagement rings and wanting to propose on Valentine’s Day,” she said. “We were extremely busy over the weekend and expect that to continue (today).”

National Retail Federation President and CEO Matthew Shay expressed optimism earlier this month.

“As one of the biggest gift-giving holidays of the year, it’s encouraging that consumers are still exhibiting the desire to spend on discretionary gift items, a strong indication our economy continues to move in the right direction,” Shay said in a statement.

“Anticipating high foot traffic, retailers have replenished their inventories and will entice eager shoppers with great deals on everything from special menu items at restaurants to clothing to flowers and, of course, chocolates.”

The average person celebrating the holiday will shell out $126.03, up 8.5 percent from last year’s $116.21 and the highest in the survey’s 10-year history. Total spending is expected to reach $17.6 billion.

The federation’s 2012 Valentine’s Day Consumer Intentions and Actions Survey polled 9,317 consumers in early January. The survey has a margin of error of plus or minus 1 percent.

Even so, a Visa Inc. survey showed consumers will spend more modestly. The poll of 1,000 revealed people will spend $117, down 3 percent from last year.

Mechanic Dave Bobay said he doesn’t anticipate breaking the bank.

“I’m looking for a gold bracelet,” he said, appearing a bit rushed coming out of Springer Jewelers on Monday. “I just got back into town. I’m looking to spend about $200 to $300.”

Bobay has been married for 16 years.

“I didn’t get a raise this year,” he said, “but hey, you got to make her happy.”

Co-owner Dave Springer said Valentine’s Day sales usually are better when the holiday falls on a weekend.

“We haven’t seen a lot of traffic this year,” said Springer, whose store is inside The Hollows plaza on West Jefferson Boulevard. “When Valentine’s Day falls on a (weekday), it sneaks up on people. I’ve been in this business for 29 years, and it happens every year.”

Springer said he doesn’t put much stock into slow sales as a gauge for the rest of the year.

“I wouldn’t say that,” he said, “but if sales are through the roof then we start to feel that this might be a really good year.”

Sue Puff figures she’ll spend more than $200 on friends, family and co-workers. That is about what she spent last year.

“I love Valentine’s Day,” she said. Unlike Christmas, “it doesn’t come with a lot of expectations as far as gifts.” Puff, an executive director for a child foster care agency, bought her husband a gift basket at Cheer Baskets, also located inside The Hollows.

“It has coffee, cookies, candy and other goodies,” she said. “I always get my hubby something.”

pwyche@jg.net