On Sweetest Day, Sentiment Vies With Salesmanship

Of the ways to say “I love you” today, Valentine’s Day, some are conventional--and some aren’t.

For the more tradition-minded, Valentine’s Day means cards, flowers and candy. But there also are mugs laminated with hearts and Cupids or a 2-pound heart-shaped block of cheese wrapped in red.

“Those are great gifts for men,” said Ruth Vidrio, a Hickory Farms saleswoman at Northridge Fashion Center, which sells the cheese. “You really can’t get them candy or flowers.”

And for businesses providing those goods, Valentine’s Day means money. Only Christmas is a bigger bonanza, according to Mary Murray, manager of Glenda’s Party Cove at the Northridge mall.

“But Valentine’s Day is almost as good,” she said. “The Christmas season just lasts longer. People don’t really start buying valentine gifts until the same week, and then we get very, very busy.”

Erik Jetmir, manager of Flowertime in Burbank, describes the week another way.

‘It’s Insane’

“It’s insane around here,” he said. “If a guy doesn’t buy roses on Valentine’s Day, he’s had it. And men are the only ones who buy flowers. I haven’t delivered one bunch from a women. The big thing is having roses delivered to your girlfriend at the office so all her girlfriends see them.” It’ll only set you back $50 for a dozen.

Romantics have more than a few choices. Besides roses and gift-wrapped salamis--cost: $9.99, on sale--sentimental fools can also purchase heart-shaped helium balloons, heart-shaped diamonds, heart-shaped boxes of nuts, stuffed Cupids, stuffed hearts, and red satin pillows in the shape of--give up?--hearts and Cupids.

If your loved one isn’t exactly overwhelmed by salami, an alternative is a candlelight dinner. Charley Brown’s in Woodland Hills, like a lot of restaurants in the Valley, is offering Valentine’s Day specials. Amid streamers and balloons, a couple can begin the evening with a pink rum drink called Hugs and Kisses and end it with Cupid’s coffee.

Valentine’s Day puts a lot of pressure on some people. Creagan Richardson was among the last-minute shoppers searching for gifts Thursday at the Northridge mall. He has been engaged for 3 1/2 years and his fiance has come to expect Christmas on Feb. 14.

“If I only showed up with a card, I’d be dead,” he said. “Nowadays you kind of put a value on your love through your gift. It shouldn’t be that way, I know. It’s the thought that counts, but it seems that I’m always competing with myself to outdo what I did the year before.” This year, he’s up to dinner, jewelry, flowers and a greeting card he made himself.

Departure From Origin

In earlier times, the idea was to exchange sentimental thoughts with sweethearts. American ingenuity, of course, has gone beyond that original concept. Of the 850 million valentine cards Hallmark expects to sell this year, 75% will be given to relatives. The rest will go to teachers, baby sitters, friends, bosses and co-workers.

Linda Meyer and Laurie Nash were shopping for valentine gifts at Glenda’s. Linda was getting something for her kids to give to the housekeeper.

“Valentine’s Day is a good excuse to buy gifts,” Linda said.

“It’s also good for the tchotchke industry,” Laurie quipped, using the Yiddish phrase for knickknacks and motioning to the ones with valentine themes on the shelves. “But I like it. It makes you feel that there’s love in the world.”

But for the starry-eyed, love is never having to say you’re sorry you forgot Valentine’s Day.

“A lot of guys come in the day after dragging their feet,” Flowertime’s Jetmir said. “They say things like, ‘I was working late at the office.’ If you’re married and do that, you’ll never get out of trouble.”

Commercial Growth

According to a spokesman at Hallmark, Valentine’s Day has “grown steadily” over the last 10 years in both public awareness and acceptance. But do people give because they want to or because they have to? Because they feel good if they do, or guilty if they don’t?

“If I didn’t get anything for my girlfriend, it would hit the fan,” said Darrin Norris, who was walking out of See’s Candies in Northridge with a large box of chocolates.

“Valentine’s Day is getting bigger and bigger,” said Anna Beaty, See’s manager, who adds an extra cash register for valentine week. “Even children are coming in and getting little hearts for their friends.”

Is Valentine’s Day becoming too commercial?

“Everybody’s saying that,” said Mary Murray of Glenda’s. “Just the other day, a little boy was in here with his parents and I heard him say, ‘This is so commercial.’ Can you believe that? He was only 5 or 6 years old.”

But maybe, when the kid gets older, he’ll feel more like Tamara Stidd. She knows what Valentine’s Day is all about.

“It’s a day to show someone you care,” said Stidd, who was at the Northridge mall looking for a gift for her roommate. “It’s good to take advantage of those days. Friends are precious.”

VALENTINE CAPTION