So why is it that guys always wait until the last minute to buy things like Christmas and Valentine's Day gifts?
"Because they wait until they go to work and they see that other guys have bought gifts for their dates," said Jason Heckendorf, Diamond Center, "and they have to get out and buy a gift for their fiance or wife."
Or, maybe because they're afraid that fiance or wife will see what every other fiance or wife got from their significant other.
Either way, that pressure might make Valentine's tough for guys.
But for jewelers, like the Diamond Center in Madison, it's big business.
"It's the second-biggest holiday of the year for jewelry," said Heckendorf.
Heckendorf says the Diamond Center will be at full staff the next two days to deal with all those last-minute gifts.
And a lot of local restaurants are no different.
"Valentine's Day is one of those special occasions where people tend to call ahead quite early," said Robert Fedorovich, Eno Vino.
Fedorovich says his west-side Madison restaurant, Eno Vino, is almost completely booked Wednesday night.
Fedorovich says he only has a couple spots still open.
And with how much us guys like to put things off, he's expecting a fair number of last minute calls for those last open spots.
"I would imagine quite a few," said Fedorovich. "Actually, today, we've already had about 15 calls of people trying to nuzzle in that 6:45 slot."
