Businesses gear up for Valentine’s Day
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Flowers, jewelry and candy -- including chocolate covered fruit -- remain popular as Valentine's Day gifts, as does dining out, local business owners said.
And despite the ongoing COVID-19 pandemic, they don't expect to see a drop in sales.
In fact, the opposite is expected as the National Retail Federation and Prosper Insights & Analytics predicts Valentine's Day spending to reach $23.9 billion this year, up from $21.8 billion in 2021, and the second-highest year on record.
"Following the historic level of consumer spending over the winter holidays, it appears that the trend will continue into 2022," NRF President and CEO Matthew Shay said in a statement. "Valentine's Day is a special occasion for many Americans, even more so as we navigate out of the pandemic, and retailers are prepared to help them mark the holiday in a memorable and meaningful way."
According to the survey, shoppers expect to spend an average of $175.41 per person on Valentine's Day gifts, up from $164.76 in 2021. The increase comes as many intend to spend more on significant others or spouses.
More than half of those shoppers (56%) will be picking up candy, and local retailers are ready. Bedford Candies saw challenges and successes last year in the midst of the pandemic, said owner Adam Wiley, and with a few changes, the business is ready for shoppers.
"We had a hard time getting the fresh fruit we needed to fill all of our orders for chocolate covered strawberries, blueberries, red raspberries and blackberries," he said of last year's challenges.
"We did manage to source enough to fill all of our orders and had enough extra to offer some for walk-ins that didn't place orders in advance," Wiley said.
After finding a new source for fresh fruit, Wiley said that issue has been resolved.
Still, he urges customers to place orders in advance when possible so the shop can buy accordingly.
At Tyrone-based Gardners Candies, President Joe DeStadio said last year's sales were up as compared to the prior year.
"We expect an increase this year," DeStadio said, noting that Valentine's Day sales account for about 10% of Gardners' annual retail business.
"We are very busy in production after Christmas to lead up to Valentine's Day," said Dutch Hill Chocolates owner Jerry Moore. "But the most production is done on Valentine's Day due to the fresh fruit requiring us to make the strawberries for that day."
The Altoona chocolatier didn't see any negative impact from the pandemic on Valentine's Day last year and expects this year to be similar to years' past on a sales standpoint, he said.
Say it with flowers
Shoppers, about 37% of them, will buy flowers for their loved ones this Valentine's Day, according to the retail federation survey and that's good news for local florists.
"Sales last year were phenomenal considering the weekend date," said Peterman's Flower Shop owner Andrea Hammel. "Expectations this year are about the same. We hope deliveries will be spread out a little on Friday, Saturday and Monday."
The Juniata shop is busy for weeks prior to Valentine's Day, Hammel said, as extra early preparations are necessary due to supply chain issues, mainly concerning availability and distribution of many items used by the shop, such as glassware and floral foam.
Orders for red roses were placed in December, she said, adding that more than 5,000 were ordered this year.
Jeff Moist of Warners Florists Gifts Greenhouses, Hollidaysburg, agreed that the floral industry saw strong retail sales last year.
"People really wanted to send flowers and red roses for Valentine's Day," he said of last year's holiday.
While Moist expects a good year, Monday is a difficult day for Valentine's Day, he said, because no one wants flowers delivered on the Sunday before.
"People want them delivered to the workplace if their loved one is working. We will be very busy on Monday with deliveries," he said.
Dining out always an option
Valentine's Day is always a big day for restaurants, with about 31% of survey respondents saying they are planning an evening out.
"People want to get out," said Frank Finelli, owner of Finelli's Italian Villa, Altoona.
Finelli's is pretty well booked, he said, noting diners were making reservations early.
"We will be busy Friday, Saturday and Monday," Finelli said, noting that it doesn't matter what day the holiday falls on.
"Even if we get a lot of snow, we get very few cancellations," he said.
The Allegro Restaurant, Altoona, is closed on Monday but expects to have a busy weekend, too.
"We will be extremely busy on Friday and Saturday nights," owner Dan Taddei said, noting Monday isn't a great day for Valentine's Day diners at his restaurant. Being closed Monday means "we will let our staff enjoy Valentine's Day," he said.
Jewelry sales sparkle
About 22% of shoppers plan to buy jewelry for their loved one this Valentine's Day, with total spending estimated at $6.2 billion, up from $4.1 billion in 2021 and the highest in the survey's history. This news makes local jewelers optimistic.
"Kranich's has been blessed with great and loyal customers and our sales for Valentine's Day last year were extraordinary despite the pandemic," said President Michael Kranich Jr. of Kranich's Jewelers, Altoona.
"This year, if all continues with our sales trend, we expect another record-breaking season," he said.
Mike Dorman of Dorman's Jewelry, Altoona, agrees that 2021 was a strong holiday.
"It seems people grew closer during the shutdown," Dorman said. "I expect the same for the upcoming season; business has been strong."
Jewelers said Valentine's Day sales aren't the same as the two- to three-month Christmas season, but "we typically have a steady week of Valentine's sales," Dorman said.
Don Beerbower, president of Beerbower Jewelers, Hollidaysburg, said recent financial issues, the stock market, higher interest rates and high inflation may affect sales, but he remains optimistic sales will be good after steady sales last year.
"I feel this year will be a bit better as people are starting to feel more comfortable to shop," Beerbower said.
Mirror Staff Writer Walt Frank is at 814-946-7467.