Retailers are expecting a sudden surge in sales before February 14th as last-minute lovers scour the internet for suitable Valentine's Day gifts.

LinenPlace has reported that online shopping is now huge business in the weeks approaching Valentine's Day, with men and women both splashing out on luxury jewelry, bouquets of flowers and boxes of chocolates.

There is even evidence that we are becoming increasingly generous when it comes to Valentine's Day spending. PayPal reported last year that spending in the first two weeks of February increased by 23 per cent in comparison to 2005, although that can be attributed in part to the fact that consumers in general are becoming increasingly comfortable with online shopping.

But it is not just the sale itself that is taking place online, according to the Dieringer Research Group. Consumers are also using the internet to conduct their research, to find out which products are in vogue and which ones are popular with celebrities.

This is particularly pertinent in the jewelry market, where celebrity choices have a monumental impact upon consumer spending. When Joe DiMaggio presented Marilyn Monroe with a platinum eternity band, for instance, it was inevitable that men around the world would follow suit with gifts for their own partners.

In recent times, Jessica Simpson's beautiful platinum engagement ring set tongues wagging around the world, as did the similar band worn by Britney Spears. Copying the stars is nothing new, but using the internet to find out more about a celebrity's choices has only accentuated the trend.

According to LinenPlace, "The internet is a major player in today's marketplace, not only as a convenient alternative to physical stores, but also as an influencer of shopping behavior. Online retailers are trying to stay on top of the trend by fine-tuning their sites to improve the customer experience."