Candy and flower sales blossom this week

by Matthew Cate
Scripps Howard Foundation 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, still are affordable.

"In some recessions where people might be cutting back on some of the really big 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."

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 or candy, usually chocolate.

While Valentine's Day is not 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 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."