Valentine's Day Means Ka-ching For Many Roseville Retailers

Valentine's Day is not just an occasion to recognize love. It's a day that means big business for many retailers too.

From flower shops and candy stores to restaurants, cash registers are ringing merrrily at many Roseville businesses.

Over the noon hour today, a long line of customers were waiting to pay for their Valentine's Day candy at the Godiva chocolate shop at Rosedale Center while business has been steady at another one of the mall's tenants, Victoria Secret.

"I know that Godiva was here this morning at 4 a.m. to get ready for the big day and to dip the strawberries," said Liz Ostrander, senior marketing manager at Rosedale Center.

Meanwhile, Ostrander added, "Restaurants love a weekday holiday because they pick up business on both weekends (before and after) and also the day of."

A spokesman at Granite City Food & Brewery in Roseville said their restaurant gets busier than usual on Valentine's Day but didn't have specific increase in business. The restaurant is featuring a sweetheart dinner for two today for $59.99 that includes appetizers, entres, soups and salads and deserts. 

Retailers in other Twin Cities locations are also enjoying a spike in business. Remember how frantic you were in the days leading up to Christmas? Multiply that by a factor of 10, and you have some idea of what this week must be like for Lisa Thole, store manager at of Apple Valley.

 “It’s a nice boost,” Thole says of Valentine’s Day, which triggers some 500 orders for the Apple Valley florist, jump starting the company’s fiscal results during what would ordinarily be a slow season. “We do depend heavily on this particular holiday.” 

Thole has lots of company. This year, consumers are expected to spend more than $17 billion for Valentine’s Day-related merchandise, according to the National Retail Federation (NRF).

From significant others to teachers, children, friends and even pets, an NRF survey indicated that the average consumer plans on spending $126.03 to express their love this year. That figure represents more than an 8-percent increase over the 2011 average of $116.21.

“As one of the biggest gift-giving holidays of the year, it’s encouraging that consumers are still exhibiting the desire to spend on discretionary gift items, a strong indication our economy continues to move in the right direction,” said NRF President and CEO Matthew Shay in a Feb. 1 news release. “Anticipating high foot traffic in the coming weeks, retailers have replenished their inventories and will entice eager shoppers with great deals on everything from special menu items at restaurants to clothing to flowers and, of course, chocolates.”

Valentine’s Day spending has steadily increased during the last decade since the NRF began conducting it’s annual survey. The $17.6 billion expected to be spent this year ranks only behind Christmas and New Year’s spending (combined $471.5 billion) as far as traditional holidays are concerned. Mother’s Day is the next largest retail holiday with $16.3 billion being spent in 2010, the latest figures available.

David Hyde, a manager at the in Lakeville, said the holiday has always been traditionally strong at his establishment.

 “Valentine’s is always a great holiday in the restaurant business,” Hyde said. “We typically fill up (with reservations) about three weeks prior.”

Hyde says weekends are consistently busy at the Porterhouse, but his restaurant will see a significant increase in business from this past Sunday through today. 

According to the NRF, consumers are expected to spend approximately $1.8 billion on Valentine flowers nationwide to go along with $1.5 billion in candy, $1.4 billion in clothing and $1.1 billion on gift cards.

Jewelry will get the most love this year with an anticipated $4.1 billion being spent on bling. Lovers spending an evening out at restaurants and entertainment will contribute an estimated $3.5 billion to the “hearty” spending spree.

Other figures from the NRF survey suggest that spouses and significant others will account for approximately $74.12 each in Valentine’s Day swag. Children and other family members will see a $25.25 show of appreciation.

Consumers plan to spend $6.92 on friends and have even budgeted for their pets.

But not all retailers bask in the glow of Valentine's Day. The kiosk store 4 Gifts Sake at Rosedale Center is getting some bounce in business due to the heavy foot traffic from nearby tenant Victoria Secret.

But Dave Garbe, manager of 4 Gifts Sake, a women's jewelry and accessory stand, said, "For us  it (Valentine's Day) doesn't affect us that much. It is nothing that we market for."