BLOOMBERG NEWS Despite the economy, Americans will still spend an average of $95 on Valentine's Day this year, according to the National Retail Foundation. Traditional favorites are diamonds, chocolate, lingerie, candles and roses.

The price is right

Candy and flower sales blossom
during Valentine's week

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Star-Bulletin staff and wire

When it comes to buying a Valentine's Day gift for a sweetheart, money is not a prime consideration for most people.

Despite the recession, Americans plan to spend an average of $95 for Valentine's Day gifts this year, according to a survey by the National Retail Foundation. Last year, when the economy was healthier, the average was $83.

Valentine's Day is the No. 1 holiday for florists, who sold an estimated 103 million roses for the holiday last year, according to the Society of American Florists.

Spokeswoman Jennifer Sparks noted that flowers, while seen as a luxury item, are still affordable.

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"In some recessions where people might be cutting back on some of the really bigger things like vacations or weekends away, they're still wanting to do something for their sweetheart," she said. "A beautiful gift of flowers still seems like the perfect solution."

Premium long-stem roses are selling for $90 a dozen at Beretania Florist this year, manager June Nakamoto said.

"We start planning three months in advance but were wondering what impact Sept. 11 might have," she said. "Also, the economy is sort of flat but men seem willing to pay the price to make their sweetheart happy."

The store will bring in the equivalent of 850,000 dozen roses in several varieties for the holiday.

In a role reversal, it is now more common for men to be on the receiving end of a bouquet, Nakamoto said. "It's not a big business, but it's not surprising to us anymore when we send roses to a man."

It's almost always roses, she said. When it comes to Valentine's Day, no other flower comes close.

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"It's still the rose," she said. "The rose reigns."

Another positive factor pointing to a profitable holiday is the fact that Feb. 14 falls during the middle of the week, rather than during the weekend.

When Valentine's Day is on a weekend, Sparks said, people are more likely to make bigger plans to celebrate. That translates into fewer people rushing to buy a last-minute gift, which often involves flowers and/or candy, usually chocolate.

While Valentine's Day isn't the top-selling holiday for the $24 billion candy industry, it still makes quite an impact.

This year, the National Confectioners Association expects nearly $1.1 billion in Valentine's Day sales, a $40 million jump from last year.

If figures reach that high, it will be the most profitable Valentine's Day ever for the industry.

Most candy sales this time of year, of course, come from chocolate. National Confectioners Association spokeswoman Susan Fussell said chocolate accounts for about 75 percent of Valentine's Day candy sales.

The Chocolate Manufacturers Association estimates that more than 35 million heart-shaped boxes of chocolate will be sold this holiday season.

"Chocolate has been linked with romance for thousands of years," Fussell said. "People always associate Valentine's Day with chocolate."

The fact that people may be watching their wallets a little more closely won't stop them from satisfying their sweet tooth, she said.

"Candy does very well in times of prosperity and hardship," she said.

"People can always find a confectionery product to fit their price range."

Anyway, Fussell said, "You couldn't keep me away from chocolate. I don't care how badly I was hurting financially."