AN estimated €10m will be spent on Visa cards in Irish florists this Valentine's Day.

Approximately 40pc of Irish people will buy flowers for their loved ones but most will leave their purchases until the last minute and the average spend at a florists is €30.

And the level of consumer spending is expected to rise this year.

In 2012, over the three days between 12th and 14th February, €22.5m was spent on Visa cards in florists.

There were over 290,000 purchases in florists with Visa cards on Valentine's Day last year, with almost 20pc of purchases made over the phone or online.