A guy likes me and I don't like him back. Not romantically. He's just my friend, who I care a lot about and like just as my friend.

He's coming in pretty hard from multiple angles...from calling me beautiful, to asking me to go do different activities with him, and I don't know what to say. 

I'm pretty much creating excuses not to hang out, at least not while he is doing this, but I don't want it to go on too long and don't know what to say. What do I do?? I'm too old for this shit!