Barring a blizzard or natural catastrophe, Cupid will strike on Valentine”™s Day, despite the recession.
According to National Retail Federation”™s researchers, the average person is expected to spend approximately $115 in for Valentine”™s gifts, about 10 percent more than last year.
Greeting cards, flowers and candy are the top three purchases to celebrate the day, along with a sprinkling of  sparkling  jewelry and specialty shop gift cards.  Restaurants got into the swing, too, offering Valentine”™s Day specials throughout the weekend.
Men reportedly spend more than double what women do, but spend they do. “Though the economy is still on their minds, Valentine”™s Day holds a special place in many Americans”™ hearts,” said Phil Rist, executive vice president for strategic initiatives for BIGresearch, which conducted the NRF survey on Valentine”™s Day spending habits.
For Tony Cardone, owner of Fran”™s Hallmark on busy Route 17M in Monroe, business has generally been “extremely difficult since the recession hit.” However, “even with the snow this year, our business was up two percent  this January as opposed to January 2009 … so we are seeing a little sign of hope,” he said.
“Overall, our business is down 30 to 40 percent. Frankly, we are hanging in, but it was good to see we had some increase in sales over last year. That helped us to give our staff a raise, something we could not do the year before. We”™re just thankful they”™ve hung in here with us.”
For greeting card retailers, who, like Cardone, offer boxes of upscale chocolates, gifts and balloons to go with those printed words of love, the most competition comes from the Internet. “Why buy a card when you can send an e-mail or electronic greeting?” mused Cardone. “On the other hand, will that be something you will display and keep? No.” There”™s always the opportunity to pick up a gift to go with that card, too. “You can delete an e-mail,” he said. “With cards, the people who receive them like to display them. There”™s a big difference.”
Amodio”™s Garden Center, Nursery and Flower Shop in White Plains already had more than 50 orders the week before the big day. “People plan ahead,” said Mary Ann Amodio, whose grandparents founded the original shop in 1939. “Since Valentine”™s Day is on a Monday this year, we expect to see many more orders sent to schools, businesses and to those significant others at work.”
Lovers are not the only ones who remember someone special on Valentine”™s Day. “We have one gentleman who sends a dozen red roses to the female cardiologist who saved his life,” said Amodio. “So far, he hasn”™t missed a year since his surgery.”
Pastel colors are becoming popular, said the floral veteran, and while men typically prefer red, women like the variety of  pastel colors roses now come in. “They are just as beautiful and less expensive, so they are an option for those on a tighter budget,” Amodio said.
Even with the financial crunch most are experiencing, people will spring for a bouquet, even if it is smaller or less pricey than in years past. “This not a recession-proof business, but one that does survive because people do send flowers for a special occasion, even if the economy is not doing well,” Amodio said. “We are mindful of what we order, just as wholesalers are being more careful not to overbuy. Once they are gone, they”™re gone. No one can afford to carry excess inventory.”
