THE BUSINESS OF LOVE

St. Valentine's Day hasn't reached the financial status of Christmas ... yet.

But, men and women don't spare the dollars when it comes to the season of love.

Check the facts: Valentine's Day is the second largest card-sending occasion in the United States, second only to Christmas. One billion valentines will be exchanged today. More than 650 million valentines will be exchanged by school children. Teachers are the number one recipients of valentines.

And, like Christmas, gift-giving has suddenly become a popular custom for Valentine's Day.

"Most of those gifts are purchased by women," said Ronnye Peace, marketing media relations specialist with Hallmark Cards, Inc., Kansas City.

More than $730 million will be spent this year on Valentine's Day gifts other than flowers and candy.

Add the candy and that figure tops the billion-dollar mark. More than $655 million is spent on "sweets for the sweet" during the valentine season.

There's more.

A total of $1.5 billion is spent annually sending flowers, and a big chunk of that is spent during Cupid's annual fling.

All this because of the martyred St. Valentine, who died protecting the sanctity of love during the days of the Romans in A.D. 269.

Another big statistic, revealed by Hallmark researchers, is that 63 percent of the American population celebrates a romantic relationship on Valentine's Day.

For some, that celebration may be include a dinner for two at an elegant restaurant; for others, it's pizza for two at home.

A couple of downtown restaurants report heavy reservations for this evening -- Whitfield's, 220 Independence, and Mollie's, 11 S. Spanish.

Flower delivery is big business during the valentine season, and although it's late -- today is Valentine's Day -- it's not too late to have a floral bouquet sent to your favorite person.

If that person is a half-nation away, Cupid's arrow may be a day late, but it's better late than never in some cases. With a dozen major nationwide, 24-hour "teleflorists" -- including such notables as 1-800-THE-ROSE, FTD, 1-800-FLOWERS, Flowers Direct, Calyx & Corollo -- flowers can be sent a few time zones away with success.

Money magazine recently tested 12 teleflorist services, sending a "very romantic" bouquet for under $50 from the New York area to St. Louis. With the exception of two, all made satisfactory deliveries.

In Cape Girardeau, and across the nation, roses are among the Valentine's Day favorites. Available in an assortment of colors, roses can be sent as a "single" or by the dozen, with a price range of $20 to $60 a dozen.

"Men like to give roses and women like to receive them," said one floral arranger.

Carnations are a favorite, too, and at this late date, they may be more available and easier on the pocketbook, ranging from $12 and up.

Holiday Happenings, 5 S. Henderson, may help the late-planner.

"We ordered 4,000 roses last week, and we should have a few left today," said Rick Werner, a co-owner.

Werner agrees that more women are buying Valentine's Day gifts now. "We see as many women buyers as men," he said.

Kirlin's Hallmark, which offers a full range of cards, along with candies and other gift items, agrees.

"We have several women customers," said Betty Penrod, store manager.

Valentine cards -- and these are a must for your favorite persons -- are available in a wide variety.

"More than 80 percent find it easier to express their feelings by cards on holidays and special occasions," said Peace. "And, to help modern-day Cupids declare their undying love, thousands of Valentine's Day cards have been designed, featuring cards that at are poetic, poignant and ones that get right to the point."

Sabrina Stewart, a Valentine Day marketing strategist, says valentines have gone high-tech.

One collection of cards offers intimate messages that whisper "I love you" to the recipient.

Another card allows the purchaser to record a 10-second message, "a perfect way to personalize your Valentine's Day message," said Stewart.

Yet another is the "Personalize It" card, which allows the purchaser to add personal information to a card design via a user-friendly keyboard or a touch-screen computer.

For children, there are valentine packs of 30 that feature Barney, Baby Bop, Peanuts, Garfield and Looney Tune characters.

Prices for these valentines range from $1.95 for the children's pack, to $7.50 for each of the special "Personalize It" cards. Although figures were not immediately available for the overall cost of valentines, it passes the billion-dollar mark.

While on the subject of valentines, the first printed valentines were made in Europe around 1800. American valentines were first produced in the United States in the mid-1800s.

Even William Shakespeare, the great English playwright, mentions valentines in "Hamlet," penned in 1605. Ophelia, a woman in the play, sings:

"Good morrow! 'Tis St. Valentine's Day,

"All in the morning betime,

"And I a maid at your window,

"To be your valentine!'

Among gift items for Valentine's Day are sachets, folk art dolls, pencil toppers, boxer shorts, socks, mugs, heart-shaped buttons, paper partyware, decorations, gift wrap and lingerie. Of course, there's paper splashed with hearts to wrap it all in.

Men's boxer shorts and ties are big items during the valentine season, said Rodney Bridges of Garber's Men's Wear in Town Plaza Shopping Center.

One of the favorites this year is men's silk boxer shorts emblazoned with a Looney Tunes character -- the Tasmanian Devil.

Lingerie, especially silks and satins in red and black, are big sellers during the valentine season, said Mark Morrissey, senior merchandise manager at JCPenney in West Park Mall.

"Teddies, gowns and other lingerie are always big during this (valentine) season," he said. "Cosmetics and jewelry are also big items for Valentine's Day."

Jewelry stores and department stores with jewelry counters, from downtown to midtown to West Park Mall, have been offering Valentine's Day specials the past week.