Color this holiday red and pink
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Ah, Valentine's Day, a time when love is demonstrated with gifts of flowers, candies, candlelight dinners -- and sometimes even a cherry red sound system or a blushing pink alarm clock.
The National Retail Federation projects total spending to top $17.6 billion this Valentine's Day and that represents about $126 per person, or an 8.5 percent increase over last year. So it is no wonder retailers are hoping Cupid will strike in the pocketbook as well as the heart.
Kristy Welker, a spokeswoman for the national retailer Target, said it was hard to say this year if one item stands out when it comes to Valentine's gifts. Ms. Welker said shoppers looking for a gift for their special someone will find a plethora of items from cameras to jewelry and intimates and very often in hues from red to pink.
"Those are the iconic colors for this holiday," she explained.
She said Target shoppers can find an appropriately colored red Bose SoundDock system -- a Target exclusive at about $250 -- as well as a pink iLuv Vibe dual alarm clock with bed shaker designed to wake up even the deepest of sleepers. Price tag is $54.89.
At the Apple Store in South Hills Village Mall, sales have been up in the weeks preceding Feb. 14, but there are no obvious trends.
"I think that people who didn't buy at Christmas are buying now," said Joey Kapalo, an Apple Store employee, adding that iPods and iPads sales are on the rise this month.
Still, "Valentine's Day gifts are nothing like Christmas," he noted.
Some business owners here said part of the challenge of predicting what will be "hot" this year is the fact that, unlike Christmas when consumers tend to budget and plan ahead, many Valentine's Day purchases are spontaneous.
"Valentine's Day is a spur of the moment [purchase]," said Robert Wolfson, owner of Esther's Sweet Shop in Mount Oliver. "And I think chocolate is always in the forefront of people's minds, but even that purchase is a spur-of-the-moment one."
As a result, Mr. Wolfson said, the shop has been stocking up on its homemade heart-shaped chocolate candy dishes that can be filled with that special someone's favorite candies. The candy shop also makes strawberry cordials that are popular this time of year.
While sales have been pretty steady, the shop owner admits that his candies often serve as an augmentation for other gifts.
"A lot of customers buy flowers or jewelry and supplement those with gifts of chocolates," he said. "Or sometimes, it is a spur-of-the-moment addition to the gift they actually got, like taking their loved one to dinner."
Tim Gasper is a bit of a traditionalist.
Maybe it's because he's the owner of Werner Jewelers in Mt. Lebanon.
"I don't know that a new tablet [or iPad] says 'I love you,' " Mr. Gasper said. "But a good piece of jewelry, that's something you can pass down to the next generation."
The retail study projected jewelry sales to reach about $4.1 billion this year, which is welcome news for businessmen such as Mr. Gasper.
Although sales at his Mt. Lebanon shop aren't hitting record levels, he said it is still early. Valentine gift shoppers tend to be last minute, he said.
Still he is already seeing a few trends, including demand for red and heart-shaped Trollbeads or other beads in that genre of bracelet.
For some couples, the best gift they can give or receive on Valentine's Day is the gift of time.
Barbara Bertrand of Squirrel Hill is hoping for a romantic dinner at home or at a quiet, low-key restaurant. But more importantly, she wants some quality time with her fiance.
"Valentine's Day isn't something I take to heart, I just want to spent time with the person I love," she said, adding that dinner and flowers are nice, but "you shouldn't have to spend money to show someone you love them."
It's a philosophy that Ryan Chatkin of Murrysville and his fiancee, Alicia Andrews, subscribe to as well.
"We've never approached it as any different than any other day," he said. "This is a so-called 'Hallmark holiday,' something created to make money."
For Mr. Chatkin, spending time and cooking a nice meal with his future wife is a gift in itself.
"I do know a lot of women who think that Valentine's Day is the most important," he said. "But I've always felt like ... 'So what you're saying is that for the other 364 days in the year, I don't have to do [a thing]?' "
Regardless of what one does any other day of the year, Cheryl Bakin, owner of Parkway Florists and part of the Allegheny County florists consortium, Flowers Inc., has some advice: Call ahead.
"Valentine's Day is one of those things where we try to gear up and make sure we have something for everyone's price-point," Ms. Bakin said. "And while Valentine's Day is about love and romance, in some cases, it is also about being kind and thoughtful to a special friend."
Although roses are a time-honored tradition, Ms. Bakin said other blooms are starting to hold their own against them.
"With people under 30, we find that they have often done their homework and their special someone likes gerbera daisies or is a tulip fan," she said. "So we try to cover those, so everyone is satisfied this season."
For more on the National Retail Federation: www.nrf.com .
First Published February 9, 2012 12:00 am
