Approximately one billion Valentine's Day cards are sent in the United States each year, making Feb. 14 the second largest card-sending holiday of the year. Still, cards are not the only things flying off the shelves on Valentine's Day. In the United States, Canada, Mexico, the United Kingdom, France and Australia, where Valentine's Day is celebrated, candy and flowers help to make the holiday about more than love.
The Valentine's Day hype is difficult to miss. The heart-shaped cut outs, chocolate delicacies and fresh cut roses flood the senses at almost every turn. Car or rent payments take a back seat to the perfect gift - the gift sure to win the heart of that special someone. And, lest this life-or-death-task slip one's mind at any time, simply turn on the television or walk into a local store.
Valentine's Day goodies not only warm the hearts of one's friends and lovers but also line the pockets of retailers around the country. A recent chart from Discount Store News, an industry magazine, found that the average Valentine's budget is $56 for women and $119 for men. In 2001, over $1 billion was spent on Valentine's candy alone, and that trend shows no sign of reversing. It is expected that this year over 35 million heart shaped boxes of candy will be sold for Valentine's Day in the United States. According to BizRate.com, online sales in 2001 increased by about two billion dollars for Valentine's Day.
"I will probably spend about $30," said Jean Mcgrath, a social work major. "That should get me something decent." When asked what she was thinking of buying, Mcgrath replied, " I have no idea. I will probably go to the mall and find something that I'd like to see him wear."
Matt Weber, a freshman, has other ideas. "I'll have spent about $300 by the time this holiday is over." He explains, " I am going all out this year because all she got last year was a card."
Not everyone who celebrates Valentine's Day necessarily has a significant other for whom to buy. According to Discount Store News survey, stores like Petsmart and Petco sell valentines for pets. Also, about 48 percent of women buy valentines for their children, 13 percent buy for their parents and five percent buy for their grandchildren. As for men, according to the survey, "Most will buy gifts for wives or girlfriends."
Valentine's Day is the largest commercial holiday for flower retailers, as flowers are by far the most popular gift from men. Coming in second is candy, followed by cards and finally jewelry. Women tend to stick with candy and cards for their valentines.
Locally, a dozen roses can be purchased for anywhere between $29.95 for assorted-color sweetheart roses in a vase to $86 for a dozen long-stem roses arranged in a vase and delivered. The average cost for a bouquet of flowers runs between $50 and $60 for online florists.
Sentiment aside, all the gifts mentioned above cost money; department stores, florists and chocolate companies prove each season that the commercialization of Valentine's Day pays off. Although it has been said that "you can't buy love," it seems stores can definitely sell it.
