Apparently, most advertisers promote their Valentine’s Day items the week of the big day. Dove Valentines DAy

And, the ads that ran the weeks prior to Valentine’s Day focused on “planning” a great day, while the ads that ran closer to the day of love focused more on “remembering” the day — at least according to research from Kantar Media

In 2013, retailers spent more money promoting Valentine’s Day items the week ending Feb. 11 than any other week before or after the day of love. The second biggest week for spending was the week ending Feb. 18, followed by the week ending Feb. 4.

However, Valentine’s Day themed advertising and promotion decreased 28 percent in 2013, compared to 2012.

As for specific retailers, Kroger and Walgreen’s had the greatest level of Valentine’s Day-themed activity in 2013, according to Kantar Media.