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Couples around Gainesville aren't the only ones benefiting from today's Valentine festivities. Business owners are profiting from the rise in sales due to the holiday of love. With reservations already in place many local restaurants are anticapting a huge crowd tonight. Local restaraunt manager Joshua Cambell says he has already seen an increase from last year.

A Haile Plantation jeweler Diane Gates says she has seen an increase in men going into her store.

And even if you have not made reservations for tonight, area business will be waiting for you to come on in.