VALENTINE, Neb. - Valentine’s Day spending is set to hit record highs this year, according to the National Retail Federation, but in one Nebraska town, love isn’t just in the air—it’s in the mail, on Main Street, and even falling from the sky.

In Valentine, Nebraska, love is celebrated year-round, with heart-shaped bike racks and themed signs decorating local businesses. But when February 14 rolls around, the town takes its name to heart with unique traditions that draw attention from across the country.

One of the most cherished traditions is the town’s official Valentine’s Day card. Each year, the Valentine Chamber of Commerce holds a contest to design the card, which is then sold at the Valentine Visitor Center and local businesses. This year’s winning design was created by Lacey Lemmert.

“Nobody gets mail anymore, so sending a personalized message and card through the mail is a lot more special than it used to be,” said Valentine Chamber of Commerce Director Jenny Moore.

Along with selling the town’s official card, Valentine is hosting several events to mark the occasion, including a heart-themed ball drop.

“We will raise a ladder of a fire truck clear to the top, hoist a heart to signify Valentine’s Day, and drop a bucket full of ping pong balls,” said Moore.

For those looking to wear their love for Valentine on their sleeves, Broken Spoke Boutique offers an exclusive Valentine’s Day shirt. The boutique has been selling themed apparel for four years, shipping shirts, stickers, and postcards nationwide.

“They’re wanting to grab a Valentine’s Day shirt, but have it from somewhere special like Valentine, Nebraska,” said boutique owner Whitney Mayhew.

Another beloved tradition? Cupid’s Mailbox, where hundreds of letters arrive each year to receive Valentine’s special postmark. To take part, send your letters in an envelope addressed to Cupid’s Mailbox, PO Box 201, Valentine, NE 69201.

“I’ve actually told people if you get a card  from me, I’ve spent a lot of time and effort picking that out to send to you. It’s probably one of the most sentimental things you can do these days,” said Cherry County Tourism Director Regina Osburn.

If you would like to buy a card for $.75, you can call the Chamber of Commerce at 402-322-5950.