At the heart of business: Valentine's Day

Valentine's Day is about love, but it's also about money.

People do amazing things when love is at stake. How about spending $120,000 for a 10-carat diamond ring, as one local merchant reports?

For those whose pockets aren't that deep, maybe a dozen red roses for $100 sounds good. Does the sweetheart have a sweet tooth? Eight pounds of chocolate retails for $179, and about $120 gets a romantic dinner for two.

Those are just a few of the high-dollar gift ideas local merchants are offering this year, hoping to cash in on Cupid's day. Whatever the choice, Valentine's Day is profitable or costly, depending on which side of the counter you're on.

According to Jane McElvaine, owner of Maxon's Diamond Merchants in the Brentwood Center, consumers are spending more cash than in years past.

"The trend has been large diamonds," with people spending upwards of $30,000, she said. However, there still is a large market for the more conservative buys in the $300 to $500 range.

Regardless of how much is spent, local retailers say it's a predominantly male shopping holiday, which bodes well for the women and the merchants.

"A lot of the women make lists, and the men come and pick something off of their list," McElvaine said.

By the way, Maxon's was the merchant for that 10-carat gem.

If carats don't satisfy or fit in the checkbook chocolate is sure to be on the list. Nothing says "I love you" like a box of chocolates, said Terry Hicklin, owner of Richardson's Candy House on South Campbell Avenue.

Hicklin said candy sales jump tremendously during what he considers a four-day holiday, making up 10 percent to 15 percent of the store's annual sales.

"The 13th and the 14th are our two single largest volume days of the year," he said.

His Joplin store usually records more than 1,400 transactions on those two days, he said. This is his first Valentine's Day in Springfield.

"I'm expecting Springfield will do what Joplin does," Hicklin said.

The surge continues the day after. "That's because of the people that messed up," he said with a laugh.

Restaurateurs say Valentine's is the No. 1 busiest dining evening of the year. That explains why downtown Springfield's Gallery Bistro was nearly booked up for Valentine's Day by Feb. 5.

Granted the restaurant seats an intimate 54 guests. Still, Gallery Bistro owner Peter Tinson expects to serve about 180 meals.

"It is probably the single biggest dining evening of the year," said Tinson.

Wining and dining wouldn't be complete without flowers for that special someone. But don't expect to pay regular prices for a dozen roses.

"The flowers are at their most expensive for that holiday," said Pat Phillips, owner of The Flower Merchant in the Camelot Center. "Flowers are in short supply."

When supply is short and demand is high, a dozen roses delivered may cost about $100. Most men spend between $80 and $100 on flowers, Phillips said. He has about 3,000 roses on order.

And then there is the lingerie.

Lanna Duncan, manager of Victoria's Secret in Battlefield Mall, said most men spend about $50 on their significant others in her store. Many purchase both lingerie and a fragrance or lotion, she said.

"This is a big season for us," Duncan said. "We get a lot of people that don't normally come in."

Valentine's week makes up 5 percent of her store's annual sales.

Even nonprofits are getting in on the act. Wonders of Wildlife is offering a "Heart of the Sea" candlelight dinner for two in front of the museum's shark tank Feb. 14 and Feb. 15. Museum sales coordinator Clayton Brown said tickets, which cost $65 for museum members and $75 for nonmembers, are sold out. There will be 30 couples each night, served a three-course meal from Dining by Design.

Still in search of that special person? Angela Stephens says she can help.

Stephens runs It's Just Lunch, a national lunch dating service for professionals she recently opened in Springfield. Stephens said this time of year often increases interest in dating.

"If you're not in a relationship, it's a wonderful time to start exploring new opportunities of meeting new people," she said. "What better way to meet other busy professionals (than) during the week of Valentine's Day?"

More than 200 people have signed on locally for the $995 annual membership, Stephens said. Members get lined up on 12 lunch or after-work drink dates in 12 months. If Mr. or Ms. Right is discovered early on, memberships can be put on hold for up to one year, she said.

Valentine's Day brings attention to people's personal lives, which benefits her business. "I think as professionals, we get so wrapped up in our work that we forget about our personal life," she said.