While some U.S. adults consider Cupid’s holiday outdated, more say they love the romance and fun of Valentine’s Day, and many expect to spend quality time with partners, friends and family.

A new survey from The Associated Press-NORC Center for Public Affairs Research shows that about three-quarters of Americans plan to celebrate Friday’s holiday in some way this year.

More than half will be with a romantic partner, and about 4 in 10 will be with family. About 2 in 10 will celebrate with friends, and 15% say they’ll mark the occasion in some other way. Roughly one-quarter of Americans will not celebrate at all.

Joseph Brubaker, a 38-year-old high school teacher from Raeford, North Carolina, sees ups and downs to Valentine’s Day. He plans to fly to Ohio to spend it with his new girlfriend. They’ve been dating long distance for about two months.

“Typically it’s a greeting card holiday,” he said. “But the celebration of the emotional connection is great. That’s necessary for those in relationships. The corporations are so entrenched in it, though, and make you pay $60 for flowers that usually cost a lot less.”

Many Americans see Valentine’s Day as a romantic and fun occasion. About 4 in 10 U.S. adults say “romantic” describes Valentine’s Day “extremely” or “very” well, while about one-third say that about “fun.”

About 2 in 10 U.S. adults say “outdated” describes the holiday extremely or very well, while about 3 in 10 say it describes Valentine’s Day “somewhat” well. Fewer — around 1 in 10 — Americans say “stressful” is an extremely or very good descriptor, and about 3 in 10 say it’s “somewhat” good.