It’s a Time for Taking Heart : Valentine’s Day Staples Selling, Recession or No

Love conquers all--even a recession.

Although the love-struck may be passing up such extravagant Valentine’s Day gifts as hot-air balloon rides, they are continuing to rely on classics such as chocolates, roses and an evening out to express their affection.

Valentine’s Day gifts to be exchanged today will be more sentimental than extravagant, predicted Evalene Polati, president of the Santa Ana-based National Valentine Collectors Assn.

Local merchants agree.

“So far, Valentine’s business is the same--very, very busy,” said Vicki Ritchie, owner of Bare Roots Florists in Placentia, who orders nearly five times as many roses as usual during the week leading up to Valentine’s Day.

On Thursday, Ritchie was busy arranging seemingly endless bouquets of a dozen long-stemmed roses each. More than 150 arrangements were being stored at her home and in an empty store next door, waiting to be delivered today.

At least 100 million roses will be sold nationwide for Valentine’s Day, the busiest holiday for the flower business, according to The Floral Report, published by a Chicago marketing consulting firm.

At See’s Candy in Costa Mesa’s Crystal Court mall, customers lined up Thursday to purchase red, heart-shaped boxes filled with chocolates. Store workers replenished stacks of pre-wrapped boxes as quickly as they vanished from shelves.

“We’re doing well, just what’s expected,” said store manager Sharon Avillanoza. “Other than Christmas, Valentine’s is one of our biggest holidays.”

At Le Chocolatier in Laguna Beach, which sells higher-priced confections, purchasing consultant Chris Hammer said that while business has gradually spiraled downward in recent years, this Valentine’s Day is an improvement.

“This year’s a little better than last year, when the (Persian Gulf) war devastated everything,” Hammer said. “But overall, we’ve lost a good 35% to 40% of our business, compared to what we did two years ago.”

California Dreaming Balloon Adventures in Vista is another business that is suffering.

“Ballooning’s a very popular thing to do for Valentine’s, but we’re down by about 20%” from 1991, said owner David Bradley.

Although excursions at Sunset Balloon Flights in Del Mar are fully booked for today, company president Frank Reed said they had lowered their price by 10%--from $110 to $98--because of the recession.

Legend has it that this holiday celebrating lovers honors Valentine, a 3rd-Century Christian priest who was imprisoned and sentenced to die for secretly marrying young couples despite Roman Emperor Claudius II’s decree that men remain single for battle. Just before he was executed, he passed a note to a woman he had befriended--a Valentine.

The tradition lasted through the centuries, and the cards remain a staple for the holiday. For Missouri-based Hallmark cards, Valentine’s Day follows only Christmas in the number of cards sold, a company spokesman said.

Cindy Herbig, owner of the House of Flowers in Fullerton, noted that more women are buying flowers for men, but that women are usually the recipients of most Valentine’s Day gifts.

And since women are still often the ones cooking in the kitchen, dining out is another popular choice.

From prime rib houses to exotic ethnic restaurants, restaurant managers are anticipating great business today.

At La Ferme, a French restaurant in Mission Viejo, manager Jean Shoaee said he was booked solid a week in advance for a special Valentine’s dinner that will feature a jazz band in the dining room.

“Valentine’s is always a great day for business,” Shoaee said. “People are looking to forget about everything and to have a great romantic time.”

Times staff writer Crissy Gonzales in Los Angeles contributed to this report.