Wagga businesses are expecting a last-minute rush today as hopeless romantics make their final present picks for their loved ones.

While many will go for the traditional flowers and a card, restaurants, beauty salons and jewellery stores have been prepared for weeks.

Michael Andrea, third-year apprentice at Nugent and Andrea Jewellers, said for a few highly organised men Valentine's Day planning began three months ago.

"A few people have wanted some really out there designs," Mr Andrea said.

"Last year we had a tough-looking guy come in and we created a special Valentine's Day piece of two hearts intertwined."

Customers coming in over the last week have been looking for popular jewellery items including personally engraved signet rings, all occasion rings, pendants, earrings and charms.

"We get cleaned out of heart pieces and silver jewellery," Mr Andrea said.

"Mostly it tends to be guys coming in for their girls, but we do get a few girls coming in for the gents pieces."

Yvette Cole, of Passion Hair and Beauty Art, said relaxation massages, facials, manicures and pedicures were popular choices for men wanting to spoil their partner.

"Valentine's Day is just after the Christmas rush and the kids are all back at school, so a lot of men come in to get gift packs and services to give their partner a chance to relax," she said.