Valentine's Day spenders prove love is recession proof

by Troy Kehoe (tkehoe@wsbt.com)

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Valentine's Day spenders prove love is recession proof

By WSBT News1

Story Created: Feb 13, 2008 at 10:31 PM EST

Story Updated: Feb 26, 2008 at 8:26 PM EST

SOUTH BEND — The last minute rush on Valentine flowers, chocolates and jewelry was on late Wednesday. But, in an uncertain economy, will that rush be more of a trickle this year?

According to a recent National Retail Federation study, consumers are expected to shell out more than $17 billion on gifts for their sweethearts this year. Will those expectations fall short, or is love "recession proof?"

We hit the streets in South Bend to find out.

Our first stop, may have been the most obvious one: Sweet Pickens Floral Shop on Ironwood Road. We found Stan Clifford loading up on sweets for his sweetie.

"You've got to do a little something," he said with a laugh.

But this year, that "something" might not be quite as elaborate as it was in years past.

"This year we're going to stay home and cook," he said. "In the past we would have just gone out to a restaurant."

Even so, Stan was one of many standing in line at Margie Pickens' shop. She's been kept busy all week with Valentine's Day requests from customers whose pocketbooks may be in the red, but are buying red roses anyway.

"People still want to have their flowers," she said. "They might cut back in a different area, but typically they dig deep here, because it is a very important day!"

It's kept her four-year-old shop running at near record pace. Nearly a dozen delivery drivers will drop off more than 400 floral arrangements on Valentine's Day.

It's not just flowers flying off the shelves. Between chocolates, greeting cards and balloons, consumers are expected to spend an average of $123 per person this year, an increase of 53% from just five years ago, according to that National Retail Federation study.

Despite record high gold prices of nearly $900 an ounce, local jewelers reported high sales, too. Customers were lined up all day at Van Horne Jewelers in Mishawaka.

"Jewelry is a gift of love," said Van Horne's chief purchaser Kristine Glassburn. "People are always going to get married, and you know, it seems like our business has been increasing."

Same story at South Bend Chocolate Company, where employee Ashley Bureau called Valentine's Day their busiest of the year. She expects lines to reach out the door Thursday, and says crowds have already been building.

"People have been spending a lot too," she added.

Stan admits he will be, too, even though it's a "stay in" year. Because he knows coming home empty handed will earn him nothing but trouble!

"If I do that, I might be sleeping on the couch!" he laughed.

We did find some shoppers who said they were buying one less gift, or a slightly smaller size gift this year. Even so, the average purchase at Sweet Pickens was more than $70.

Some say, that's proof enough that love really is recession proof.

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