The business of Valentine’s Day

By Ashley Ann Mentley

Local businesses are getting ready to cash in on an ancient holiday through the sales of flowers, baked goods and jewelry.

According to History Canada, by the middle of the 18^th century it was common for friends and lovers of all social classes to exchange small tokens of affection or handwritten notes. The American Greeting Card Association now estimates one billion Valentine’s Day cards are sent around the world each year.

A report published by the Retail Council of Canada found that in 2013 the average household spent $37 on items for the holiday.  This is significantly less than Americans, who reportedly spend around $150.

Brandi Sullivan, who works at Janette Florist in Windsor, said sending something as simple as one single flower can help to make someone smile.

People do it to surprise their loved ones and “show them that they still think of them on special days like that,” Sullivan said.

The flower shop has been open since 1947 and has to hire extra help on Feb. 14 just to keep up.  Sullivan said other holidays are steadily busy for the weeks leading up to it, but Valentine’s Day is all about that one day.

“On Valentine’s Day, we’ll have 10 designers in all day and the day prior.  We have a stock girl and we’ll have another helper and we’ll have six drivers out all day long,” said Sullivan.

She said roses are by far the most popular item, which is what causes them to be more expensive.  A recent study by Statistics Canada found that in 2010, Canadians purchased over 12 million roses for Valentine’s Day.

Historians have been debating the origins of Valentine’s Day for many years.  One thing they all agree on is that there were three saints named Valentine, all of whom were martyred in the name of love.  Somewhere throughout the years, however, the day became celebrated as one when people buy flowers, chocolates and jewelry for their loved ones.

Renee Pratt of Renee’s Fine Cakes in Tecumseh said she is ready and excited.

“Last Valentine’s Day was my busiest in over 20 years,” Pratt said.  “I couldn’t believe how crazy busy it was.”

Pratt’s most popular items for Valentine’s Day are cupcakes, cake balls and chocolate covered strawberries.  She said she began adding heart shaped sprinkles to her baked goods during the last week of January.

Phoenix Jeweller’s on Walker Road starts preparing for this holiday months in advance. David Ashekian has worked there for 10 years and said pieces that have heart, infinity or tiara designs are the most popular.

“We’re ordering a lot of heart-themed jewelry for Valentine’s Day,” he said.  “We usually start ordering in November.”

Both Pratt and Sullivan said Valentine’s Day purchases in their shops are often last minute.  While Sullivan estimated her clients spend $50-$100 on flowers, Pratt averages about $20-$30 for her baked goods and considers this a smaller “cake holiday.”

“People are in business to make money,” Pratt said. “You have to jump on the bandwagon, the same way stores put out all the Christmas decorations in September, it’s just business.”

Sullivan said people have many choices when it comes to Valentine’s Day gifts.  For some, price is no object and they just want what she said is called the “wow factor.”

“It’s anybody’s choice whether they buy flowers or not,” she said.  “Some people will go out and spend a fair bit of money on dinner or different gifts.”

Ashekian agreed and said he doesn’t think the holiday has been commercialized or that people feel pressure to buy only jewelry.  When it comes to celebrating the holiday with his wife, however, he said she expects jewelry.

“I have no choice,” he said with a laugh.

Other Windsor businesses are banking on the fact that not everyone has a valentine with whom to share the day.  At the new Snack Bar-B-Q restaurant downtown customers can bring in a picture of their ex to burn in the smoker on Feb. 14.  This gets them a free appetizer with the purchase of an entrée and the company of other like minded locals on a day usually reserved for romance.