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People across China are celebrating Valentine's Day in their own ways, and many of them, including university students, do not hesitate to spend much more than usual on roses, chocolates, meals, entertainment and even a night at a hotel to express their feelings for their beloved.

It is undoubted that businessmen capitalized on the festival.

Supply of flowers, sold at prices several times higher than usual, even fell short of demand, a situation beyond expectation and better than that during the Spring Festival, China's traditional new year, said an owner of a flower store in Wuhan, capital of central China's Hubei Province.

To make their lovers happy, some people spent 1,000 yuan (some 120 US dollars) for 99 roses, and others even much more for 999 roses, which was rare in the past, said the owner.

Cosmetics, jewelry, and other luxury goods are finding growing favor among Chinese buyers to show their deep love for their other half. Some queued more than one hour for a meal at Pizza Hut and other Western restaurants to spend an exotic day.

Some older traditional Chinese are gradually accepting the Western festival and also bought roses and chocolates, and dined with their spouses in restaurants with romantic ambiance.

Du Yongjiu, 71, had a meal with his wife in a candle-lit restaurant in Xi'an, capital of northwest Shaanxi Province, to celebrate the 50th anniversary of their marriage that day.

Not just a romantic festival for two, Valentine's Day has taken on its own meaning among many people in China, becoming a special day for family reunions and parties.

Some families in Guangzhou, capital of south Guangdong Province, regard the special day as an opportunity for family gatherings.

Some pairs even took part in sports contests to display their devotion to love and cooperation in overcoming difficulties.

In a skyscraper in Urumqi, capital of northwest Xinjiang Uygur Autonomous Region, 19 couples were competing for a pair of diamond rings worth 4,888 yuan (588 dollars) by rushing up the 38th stories with their partners.