The candy, the flowers, the cards — it could only be Valentine's Day.
It's that one special day when everyone in love is expected to show their love just a little bit more; school children are forced to exchange cutesy cards with their playground enemies; and singles get to do whatever it is they would have done on any other night.
All kidding aside, there is nothing wrong with a little romance. When Feb. 14 rolls around each year, it's always a great excuse to give that special someone some extra attention.
For many people, extra attention translates into going out to eat or buying various gifts, so as important as Valentine's Day is to couples, for certain businesses around town, it's an even bigger deal.
Danny Kelly, owner of Bella Flora on Walthall Street, said his staff has to work extra hard in the days leading up to Feb. 14 to keep up with all the flower orders and deliveries.
"It's like packing Christmas into three or four days," Kelly said.
According to the Web site www.aboutflowers.com, Valentine's Day is the number one day of the year for fresh flower purchases.
Though Kelly said they usually sell "some of everything" at his shop, the most popular items tend to be red roses, candy, stuffed animals and balloons.
Even the weak economy hasn't put a damper on Valentine's Day for local florists. Kelly believes it has even led to an increase in his sales of Valentine decorations this year.
"In poor economic times, people want to do more festive things to make themselves feel better," he said.
Men tend to be more likely to purchase flowers or other gifts for their significant others on Valentine's Day, although Kelly has noticed that the trend is changing.
"It's getting where it's about to even out, but it's still heavier men," he said.
Kelly's findings are confirmed by a report from CNN Money that determined that, on average, men spend about twice as much as women on Valentine's Day, including money spent on gifts and going out to eat.
Cindy Tyler, owner of Mississippi Gift Co. on Howard Street, said the difference she sees between men and women is not so much in the amount they purchase but in their shopping style.
She said women tend to do most of their shopping earlier in the couple of weeks leading up to Valentine's Day, while men are more likely to wait until a day or two before — or even the day of. She also noticed that women purchase more Valentine gifts for their children and friends in addition to gifts for the men in their lives.
Tyler said the most popular Valentine gifts at the Mississippi Gift Co. are the chocolate-covered strawberries made by local caterer Karyn Burrus. Some other popular items include bath products, candy, gift baskets, Valentine T-shirts and jewelry.
Though a variety of gifts may be given and received on Feb. 14, according to data from the U.S. Census Bureau, the most common items purchased for the holiday are plain old greeting cards. Valentine's Day is the second-most popular occasion for exchanging cards — Christmas is the first.
If a night on the town is more your style, you're not alone. The National Restaurant Association reports that about one third of all Americans will go out to eat on Feb. 14.
Jeffrey Bates, executive chef of Giardina's and The Alluvian, said they're gearing up for a busy day, as always, this Valentine's Day.
"In the restaurant business it's one of the top busy days of the year, along with New Year's Eve and Mother's Day," Bates said.
Giardina's was recently voted the most romantic restaurant in the state by Mississippi Magazine, and Bates said they will be living up to this reputation on Feb. 14. In addition to its regular menu, the restaurant always features nightly specials on the weekends, and this Saturday the foods will follow a Valentine theme.
"Through the wording on the menu and the colors on the plate, we're trying to create a little romance," Bates said. "We want people to know we're really trying to create a festive atmosphere for Valentine's Day."
That same night, The Alluvian will feature live entertainment in the hotel lobby from Cecil Ables of the Carroll County Market from 5 p.m. until 7 p.m. and Pryor Buford Graber and Danny Abraham from 7 p.m. until 10 p.m.
The bar also will be serving a special chocolate cherry martini and chocolate truffles for a sweet treat.
AskMen.com has some recommendations for those who are looking for something a little more out of the ordinary than going out to eat.
Valentines can have fun going outdoors for a hike and bring along a bottle of wine for a picnic; visit a paint-your-own pottery studio, such as Artrageous on Claiborne Avenue; or get a couple's massage, which can be had at The Alluvian Spa downtown.
