The National Retail Federation reported Thursday a 0.6 percent seasonally adjusted increase overall, excluding that of automobiles, gas stations and restaurants. This observation follows a 1.4 percent increase in January, according to a revised report.

“This is quite startling… a big change,” said Ian Shepherdson of High Frequency Economics to the Wall Street Journal.

But while economists searched for a reason behind the behavior, they had a hard time finding one.

“Some of the increase could be due to clearance of unsold merchandise and the impact of a phasing out of discounts around Christmas … but that is unlikely to explain all of the strength,” according to a Goldman Sachs report.

Overall, economists still sense that such upward movement may only be temporary.

“While we are seeing growth in consumer spending, it remains to be seen whether this trend will continue,” said Rosalind Wells, chief economist, in a statement.

Sales levels are also still below that of 2008, which the National Retail Federation expects to see through the first half of 2009. But for now, the trade group sees for certain that the current month-to-month growth is driven by not one, but a few retail categories. The highest performers include clothing and clothing accessories, with a 2.8 percent increase, and electronics and appliances, with a 1.2 percent increase.

Total spending may also reach up to $14.7 billion this year, compared to $17.02 billion last year, according to the National Retail Federation. 

Last year, consumers spent slightly less money on traditional gifts than in years past, opting instead for a night out. But now, with the current economy in mind, these couples simply just want to save, as president and CEO Tracy Mullin realized. 

“A bad economy won’t stop Cupid this Valentine’s Day, but it might slow him down,” she said in a statement. “This year more than ever, consumers will look for creative and inexpensive ways to show those they love how much they mean to them.” 

But as they plan to spend less, the traditional Valentine’s Day gifts remain the most popular: candy, flowers and jewelry. More people also intend to buy the standard greeting card compared to last year – specifically 58.0 percent, up from 56.8 percent.

For such gifts, consumers plan to spend an average of $102.50, down from last year’s total of $122.98. Consumers ages 35-44 plan to spend the most, $119.19, followed by those ages 18-24, with $113.68.