This Valentine’s Day, some consumers are expected to forgo traditional gifts (candy, flowers and jewelry) in favor of quality time and experiential gifts, a report by the National Retail Federation says.

According to the 2009 Valentine’s Day Consumer Intentions and Actions Survey, the average consumer plans to spend $102.50 on Valentine’s Day, down from last year’s $122.98. Total spending on the big day is expected to be $16.9 billion.

The survey found that 47 percent of consumers plan to take their significant other for an evening out rather than giving traditional gifts.

But you needn’t feel sorry for the chocolate makers. There will still be tons of the sweet brown stuff sold for the February 14th occasion—something like 35 million heart-shaped boxes will be purchased.

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Plus, some chocolate companies are actually giving it away—at least to one lucky chocolate lover.

Bridge Brands Chocolate is giving contestants the chance to win a year’s supply of chocolate with its new contest, just in time for Valentine’s Day.

Chocolate has been used as a way to mend relationships since its creation, and Bridge Brands Chocolate wants to know just how people are using it today. Contest entrants are asked to write a 600-words or less account of how chocolate was used to bridge the gap in a relationship.

The best story will be selected February 12 and the winner will be announced on Valentine’s Day. Runners up will receive gift-sets of Bridge Brands chocolate. Enter at Bridge Brands.

Formerly the San Francisco Chocolate Factory, the company changed its name to Bridge Brands Chocolate to reflect a broader product line and scope. The contest commemorates the company’s name change and nine-year anniversary.