Though economic concerns have changed some consumer spending patterns, shoppers still shelled out big bucks for their loved ones this Valentine’s Day.
“Sales are brisk,” said Paul Brockway, co-owner of Conklyn’s Florist, which has locations in Alexandria and inside the Pentagon. By Tuesday, Internet sales had exceeded those of last year.
Consumers are expected to spend about an average of $122.98 on Valentine’s Day, totaling $17.02 billion, up slightly from last year’s average expectation of $119.67 and $16.9 billion, according to the National Retail Federation (NRF). Men will likely spend an average of $163.37 on gifts and cards; women will spend about $84.72. Experiential gifts, including a night out and gift cards to a restaurant or day spa, are more popular this year. Candy, flowers and jewelry have lost ground, according to Kathy Grannis, spokeswoman for the NRF.
“This market is one of those that the economy doesn’t seem to affect” as much, said David Ehrhart, owner of Chevy Chase Florist. Ehrhart expects a 5- to 10-percent increase in business for Valentine’s Day over last year. He’s doubling his staff and renting an extra truck. On a normal day, his shop makes 20 to 30 deliveries, but today, several hundred deliveries are in order.
Weather also plays a factor in a florist’s success. “The snowstorm last year put a damper on things,” recalled Brockway. The forecast for today is sunny, with highs in the mid-40s. Brockway also doubled his staff for what will be his busiest day of the year and has five times the normal number of trucks ready to make about 1,000 deliveries. Typically, his company makes about 150 deliveries a day.
Brockway noted, however, that his overall February sales are lower than those last year, perhaps due to economic troubles.
The sales rush started Tuesday, said Laurent Pieters, owner of Leonidas Chocolates in Georgetown. He predicts sales will be the same or higher than last year and has doubled his staff and extended store hours by one hour in the evening.
Pieters has noticed that chocolate gift giving has expanded over the past few years to include co-workers, kids, grandparents and others besides a spouse or significant other, a trend confirmed by the NRF survey.
