Valentine's Day is a day to let loved ones know you care, and that in turn means big business for local restaurants, floral shops, candy shops and jewelry stores.
At Finelli's Italian Villa, 1808 Fourth Ave., it looks like tonight will be a big night.
"We have one couple getting married here and another couple getting engaged - that we know of. It is the most romantic place in town," said owner Frank Finelli, who expects a full house for the evening. "Even if it snows 3 feet, there are still no cancellations. The young lovers won't miss it."
A large crowd is also expected at the Allegro Restaurant, 3926 Broad Ave.
"The economy doesn't seem to affect Valentine's Day. It is always a big night. We like it when Valentine's Day falls on a Tuesday or Wednesday. We get the weekend before and it carries through to the weekend after," owner Dan Taddei said.
The day which honors the Italian priest St.Valentine will also be a busy day for local florists.
"This is our most intense holiday. Everyone wants it the same day and the same color [red]," said Nancy Lingenfelter, owner of Nancy's Floral, Roaring Spring. "People ordered a little early this year and that really helps."
Andrea Hammel, owner of Peterman's Flower Shop, Juniata, said the key is to be prepared for what shoppers want.
"So far, we have gone through 1,500 roses," Hammel said on Monday.
Alice Mulhollan, owner of Alice's Garden Florist & Gift, Tyrone, said Valentine's Day flowers don't have to be just the color red.
"Spring flowers are popular. You don't have to send reds, whites and pinks. Of course a dozen roses is always popular, but we are pushing spring flowers in fresh, pretty colors," she said.
Candy shops also are prepared for last-minute shoppers.
Sam Phillips, president of Gardners Candies, Tyrone, said today will be the busiest day of Valentine's shopping.
"Men come in for that last-minute shopping," Phillips said. "The most popular items are the Valentine's Day hearts filled with peanut butter meltaways."
Both Dutch Hill Chocolates and McIntyre's Candies are offering chocolate-covered strawberries.
"For two days, it is nonstop dipping strawberries. We sell about 40 flats' [6,400 strawberries] worth in two days," said Jerry Moore, owner of Dutch Hill Chocolates, Altoona.
McIntyre's Candies sells about 24,000 berries over a five-day period, co-owner Don Ruggery Jr said.
"Most are pre-ordered, but we make extra to have some available on Valentine's Day. But there are no guarantees we will still have them," Ruggery said.
Michael Kranich Jr., president of Kranich's Jewelers Altoona, said the two weeks leading up to the holiday have been busy.
"It is an important holiday. There are a lot of engagements and people buying sweetheart pendants," Kranich said.
Weather can play a big role in the Valentine's Day success of local merchants.
"The only thing that can hurt is the weather. If it snows, we are dead. That happened about four years ago when we had a big snow on Valentine's Day," Phillips said.
