JOHNSON CITY, Tenn. -

Valentine’s Day may have been Friday, but some area leaders are calling this Sweetheart Weekend in an effort to make up for any lost business due to the snow.

Roddy Bird, the owner of Roddy's Flowers in Johnson City, told us Valentine’s Day purchases make up about 40% of his yearly sales.

Bird says the initiative is a good idea, but most of flower sales only occur on Valentine’s Day not the days before or after.

"It won't affect florists that much; people want flowers on Valentine's Day. In my opinion, it will help restaurants where you can take them out to eat, and jewelry stores, because they have a lot of discounts. We don't have a lot of discounts because flowers go up so much,” said Roddy Bird, florist.

According to the National Retail Federation Americans were expected spend a little more than $13 billion on Valentine's Day gifts this year according to the National Retail Federation.