Busy. That’s how Valentine’s Day week is for flower, jewelry and chocolate retailers.
And lots of money.
That’s what many folks will spend on the consumer holiday, and what businesses hope to make.
The National Retail Federation estimates that Americans will spend upwards of $19 billion this year. The typical American will spend about $142 on the Valentine’s Day staples like candy, gifts and dinners.
Last year, Americans spent about $134 each, according to the retail group.
According to NRF survey results, about 38 percent of Valentine’s Day observers will buy flowers.
Locally, flower retailers feel the boon.
Jamie Jones, owner of Chattanooga Flower Market, said Valentine’s Day is unquestionably the biggest business day of the year for the flower shop. To meet expected consumer demand, the shop expands its staff and works longer hours.
“We’re a pretty small shop, but typically my staff multiplies about 10 times just for Valentine’s Day,” said Jones. “You just work all night the day before.”
Jones said a dozen red roses is still the go-to for Valentine’s Day.
National Retail Federation projections show jewelers also are one the biggest beneficiaries of this Valentine’s Day, with an estimated one-in-five celebrants opting to buy a piece of jewelry for a total $4.8 billion in sales nationwide.
A rose in a flower arrangement is on display Friday, Feb. 13, 2015, at Chattanooga Flower Market.It’s the most spent on jewelry since the watch group started following Valentine’s Day spending in 2010.
Taylor Watson, 35-year gemologist at Fischer Evans Jewelers, said foot traffic has seemed to be up this year over last.
“All week has been good,” she said. “I think people are feeling a little more confident.”
Watson said the downtown jeweler typically sells more big ticket items around the Christmas holiday, but smaller items move at this time of year.
“We will sell diamond earrings and diamond crosses, and hopefully a few diamond engagement rings,” she said.
Watson said it’s hard to see how much of a difference this year saw in sales until after the sales week. Fischer Evans isn’t open on weekends.
One thing that both local retailers notice about the holiday is the last-minute buying that many boyfriends and husbands do.
“Of course, men are notorious for waiting until the last minute,” said Watson.
But as long as shoppers get in the door, “typically they leave with a bag,” she said.
Jones said at his shop, procrastination seems to lead men to shop closer to Valentine’s Day every year.
“It’s more and more last minute every year,” he said.
Chattanooga Flower Shop is open Saturday, but Jones said typically when Valentine’s Day falls on the weekend, sales are down.
“Typically, Saturday Valentine’s Days are less than any other day, a week day,” he said. “But this year, the numbers are looking good.”
Contact staff writer Alex Green at agreen@timesfreepress.com or 423-757-6480.