by Anthony DeMatteo
Staff Writer
In 496, Pope Gelasius I named Feb. 14 the day of a feast to celebrate St. Valentine, a martyr said to have restored sight to the daughter of his jailer before being beheaded for refusing to deny Christ. Other legend says Valentine was put to death for organizing a secret marriage network after the Roman emperor, Claudius, banned the union because he thought it distracted soldiers from war.
More than 1,500 years later, Valentine’s Day is big business.
About three-fourths of Americans bought at least one Valentine’s card in 2006, according to a National Retail Federation survey. More than half buy candy for someone, and the average individual amount spent on the holiday is more than $100.
In Jacksonville, romantic opportunities abound, from a champagne-themed night at a Downtown hotel to a special Valentine’s dinner at a local restaurant to local jewelers holding special sales.
From Feb. 1-25, the Omni Hotel is offering “Sparkling Encounter” packages, including champagne and champagne-scented bubbling bath salts. Guests can upgrade hotel suites for as little as $20 a night.
“It’s a big day for us,” said Omni Director of Sales and Marketing Wendy Priesand.
Also in the hotel, Juliette’s Bistro has a $79-per-couple Valentine’s Day dinner including rosemary-grilled chicken. There is red velvet cake for dessert, and the meal is topped off with chocolate-covered strawberries.
Valentine’s Day is the third most popular holiday for dining out, trailing only birthdays and Mother’s Day.
Valentine’s Day is also a special occasion at Sundrez, a retail store at the Landing. This year, Sundrez will sell flowers and candy from a lobby location in the riverside mall.
“We’re going to be there Monday, Tuesday and Wednesday of that week,” said Sundrez Manager Kim Howell. “We’ll have roses, our plush animals and candy.”
Sundrez owner Doug Ganson said the holiday means more business every year.
“It’s the single busiest day of the year,” said Ganson. “It always has been.”
Ganson will sell the strawberries he hand-dips at the Sundrez’ Bell South tower location.
Steak, chocolate and...more strawberries
Linda McLean, one of the owners of Plaza III Steakhouse, said Valentine’s Day is one of the restaurants busiest days of the year.
“We are expecting a lot of people,” she said. “Valentine’s Day is always a very special holiday for people.”
According to the International Mass Retail Association, about $1 billion was spent on Valentine’s Day chocolates throughout the world in 2002.
For Peterbrooke Chocolatier in San Marco, the day before the holiday and Feb. 14 itself bring a rush of customers looking to pick up a sweet, last-minute gift.
“We are doing chocolate-covered strawberries and lots of them,” said Peterbrooke Manager Brian Mengerink.
For more than 60 years, La Mee Florist has celebrated its Valentine’s Days in Jacksonville.
“It’s our busiest time – it’s all florists busiest time,” said La Mee General Manager Kye Hendrix. “We are doing special arrangements of fresh roses in containers of bears, balloons. You sell just about anything on Valentine’s Day – and lots and lots of roses.”
For Shugar Shack chocolatier Susann Marino, the holiday represents a significant percentage of annual business. She said she prepares accordingly.
Marino will be open late on Valentine’s Day, stocked with items including her trademarked Chocopop, red and yellow chocolate roses and plush animals.
“Valentine’s Day is one of the critical days for chocolatiers and candy manufacturers,” said Marino. “Last year, I sold out of all of it.”
Marino said her signature Valentine’s item will be Driscoll, long-stem Queen strawberries.
“These are the big mamas,” she said. “This is the best berry there is. They are fully dipped and gift-wrapped.”
Jacobs Jewelers owner Roy Thomas said a lot of items in the store move well around the holiday.
“It’s all kinds of things,” he said. “We sell a lot of hearts, jewelry boxes and porcelain roses. It depends on the people. Those that have been married a long time buy more important gifts for one another.”
Thomas said buyers of Valentine’s gifts are not only men.
“Watches and wallets sell well,” he said. “Women buy their husbands Valentine’s gifts, too.”
Of all the gifts he sells, Thomas said porcelain roses, priced from $15-$1,000, are the most popular this year.
Thomas’ wife, Delorise, said they get shoppers who buy the week before Valentine’s Day and those rushing in at the last hour.
“You are always going to have that,” she said. “But it doesn’t really matter, we’re here either way.”
Pick a heart, any heart
Barnett Jewelers at Independent Square is holding its annual “Pick a Heart” contest through Valentine’s Day. Customers purchasing an item use a laser pointer to choose one of more than 100 hearts on a board, revealing discounts of 20 to 60 percent off underneath, in addition to the store’s 15 percent discount.
“It’s always a big hit,” said Barnett owner William Barnett, Jr. “The last couple of years we’ve emptied the board at least once.”
During this time each year, store associates pass out silk roses to random pedestrians.
“I’ve had guys come up and thank me,” Barnett said. “They said, ‘If it wasn’t for the rose, I would have forgotten it was Valentine’s Day.’ ”
Marino said there is more to Valentine’s Day than what shows up in the cash register.
“One of the great things about the holiday is that it soothes the heart,” she said. “And there is nothing better than chocolate to do the job.”