At Lily's cookies, at 2716 McCullough, the sugar rush is on.
"We do have a full staff right now getting ready," said owner Christine McCrae Kelly.
Workers were busy piping icing and sprinkling sugars onto cookies that look like works of art.
In addition to the traditional heart-shaped cookies, there are ladybugs, owls, Spiderman and cowboy boots.
Most iced cookies sell for between $2 and $4.
The holiday is big business for small businesses that cater to the sweet tooth.
There will be plenty of lovin' from the oven. Kelly said she expects they'll bake thousands of cookies.
At Alamo Sweets, 150 W. Olmos, owner Linda Heard was baking her most popular Valentine's goodies.
"Cake balls, cake balls, cake balls," she said. She makes about 20 flavors like chocolate mixed with her homemade buttercream and then topped with more chocolate.
She also sells cake pops and makes custom cakes decorated to the hilt.
Need more chocolate?
At Choicolate Artisan Chocolates, 700 E. Sonterra, owner Jamie Choi said Valentine's Day is their biggest single day.
Each truffle and bon bon is painstakingly made from scratch.
"We do brainstorming and we talk about any flavors," Choi said.
The flavors range from delectable raspberry and hazelnut to more the more unique like black lager, strawberry balsamic and a mango and habanero chocolate.
A box of 10 sells for $20.
You may not be able to buy love or happiness, but a few dollars will get you a taste.