Total online spending for Valentine’s Day rose 22 percent through Feb. 9, compared to the same period in 2005, according to comScore Networks. Online sales in the Jewelry & Watches category totaled $219 million, a 24 percent increase compared to the same period in 2005.

The largest spending online occurred in the Health & Beauty category, which totaled $418 million, a 24 percent increase over the previous year, said the Reston, Va.-based company. Online sales in the Flowers, Greetings & Gifts category rose at a slightly slower rate, 17 percent versus 2005.

In January, more than 29 million Americans visited sites in the Flowers, Gifts & Greetings category, a number that is sure to rise in February, said the firm, which measures and analyses online consumer behavior. Leaders in the category include American Greetings, with nearly 9 million unique visitors and Hallmark with nearly 7 million unique visitors.

JCK