A Lot Amour Variety : Alternative Gifts Win Valentine’s Shoppers’ Hearts

Kimberly Mosak realized just how creative Valentine’s Day shoppers were becoming when one customer recently ordered a gift basket stuffed with nuts, pretzels and bottles of beer.

The customer provided the six-pack--including one empty bottle for a long-stemmed rose that Mosak supplied. Mosak did the rest.

“She wanted a gift basket for her guy,” said Mosak, owner of the Conroy’s 1-800-Flowers shop in Redondo Beach, “and she wanted something different and unique.”

Nontraditional Valentine’s gifts are finding their way into the hearts of consumers--especially women who don’t want to embarrass their significant others with bouquets and bonbons.

More and more florists are selling personalized baskets. Gift shops and gift services are selling sweets in unusual forms. And jewelers and watchmakers are promoting novel Valentine’s offerings.

“Retailers are learning that personal, unique items have more value to consumers,” said Pam Rucker, spokeswoman for the Washington-based National Retail Federation. “When you can associate something special with a holiday or observance, it generates big business. Everyone is getting on the bandwagon.”

For florists, Valentine’s Day is the second-busiest time of the year, ranking behind only Mother’s Day. Sales are rising partly because more women are purchasing gifts for men, said Jim McCann, chief executive of 1-800-Flowers, which is based in Westbury, N.Y.

“People assume that the vast majority of sales involve a male purchaser and a female recipient,” McCann said. “But 31% of our [Valentine’s Day] consumers last year were women, an increase of 4.5%. This Valentine’s Day, about 35% of the customers will be women.”

Women account for much of the demand for nontraditional gifts because they are often purchasing for men who aren’t comfortable receiving flowers, McCann said.

Roses are still the most popular Valentine’s Day gift, but junk-food baskets now rank second in sales to mixed-floral arrangements, McCann said.

The company’s junk-food baskets--ranging in price from $40 to $80--include items such as candy bars, soft drinks, potato chips, popcorn, pretzels, cookies and crackers. Some female consumers have ordered personalized baskets with golf balls, sports trading cards and magazines.

Last week, Vicki Miller of Hacienda Heights was compiling a list of goodies for a basket for her boyfriend.

“I like to be creative,” she said. “I don’t want to buy the same item year after year. It’s easy to buy something ready-made off the shelf. Spending time to select a variety of favorite items is a way to show you care.”

Unusual gifts can be obtained by consumers with little time to shop from Cadeaux, an Arizona-based gift service formed last year.

Cadeaux sells upscale products over a toll-free line--(888) 223-3289--but also sends sales associates to take orders at homes and offices in the Southland and six other metropolitan areas.

Mont Blanc pens, Baccarat crystal, champagne flutes by Rosenthal and expensive collectibles are among the most popular of Cadeaux’s 3,400 offerings. However, an offbeat hybrid of two traditional Valentine’s favorites--life-sized long-stem roses made of chocolate--will be one of the company’s most requested items this week.

Joy Malik was among those ordering the $40 chocolate bouquet. Malik, a vice president at the Roxburgh Agency, a Costa-Mesa based advertising and marketing firm, purchased the edible petals for her husband, Rudy.

“I surprised him two years ago by sending real roses to his office,” Malik recalled. “But I think the women in his office appreciated the flowers more than he did. I was able to give something fun this year--even though I ordered, as usual, at the last minute.”

Failing to get that gift in time can put a chill into those warm Valentine’s Day feelings.

“Our motto and advice is: ‘Be a hero--or at least stay out of trouble’ ” by shopping early, said Judy Van Essen, chief executive of Cadeaux.

Doug Duncan hopes his unconventional gift will keep him out of hot water. Duncan decided to send an early gift to his wife, Ilene, to show his appreciation for her understanding during a difficult period. After all, they’ve been separated for months because he made a sudden decision to move from New York to Anaheim Hills.

The family will be reunited when Ilene and their two young children move to Southern California this summer.

Duncan, a stockbroker, said he agreed not to spend too much on a gift. Instead of buying a dozen roses, he had less expensive tulips sent to Ilene. Alternatives to roses are becoming popular, florists say.

“I had always given roses before, but she didn’t want that extravagance,” Duncan said. “I had to do something special--something different.”

Shopping malls are also offering the unconventional to lure consumers. Shoppers can pose for a personalized Valentine’s Day card to send to a loved one at a specially erected site at the Glendale Galleria. A harp, a halo and wings are among the props available for shots, priced from $9.99 to $39.99.

Valentine-themed candles are also fast sellers at mall shops this year. Utopia Candles--squared wax with heart images on the sides--are one of the hot items at the Jennifer Kaufman jewelry store at the Beverly Center.

Meanwhile, the heart image associated with Valentine’s Day is a key to a promotional event at the Swatch watch store at Costa Mesa’s South Coast Plaza. The store is selling a special edition “Pounding Heart” watch. Buyers get the watch and chocolates for the $40 purchase.

“Consumers are looking for something whimsical,” said Rich Wise, a marketing representative for Swatch, “and we’re trying to cater to that demand.”