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We Open Our Hearts, And Then Our Wallets

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By JEROME R. STOCKFISCH, The Tampa Tribune

Published: February 13, 2008

Updated: 02/12/2008 08:45 pm

TAMPA - The nation's economic doldrums may be taking a toll on the gift-giving industry, but flower-toting romantics continue to pull out their wallets come Valentine's Day.

Mona's Floral Creations in Tampa is among the shops that have seen flower sales soften over the past 12 months. "Valentine's Day is the only holiday that hasn't really been affected," owner Karla Walton says. "For the romance, they'll still spend the money."

The National Retail Federation says six out of 10 respondents to its annual Valentine's Day survey say they will be celebrating Thursday. Of those, the average consumer will spend $123 on the holiday, a relatively flat figure from last year's $120. Men will spend considerably more than women, at $163 versus $85.

The retail group says that overall, spending on the traditional gifts, such as candy, flowers and jewelry will decrease this year, while gift cards get more popular and more sweeties opt simply for the gift of spending time together.

Some holiday trends this year: Political cards from Hallmark, including those displaying Cupid images resembling President Bush ("My arrows are weapons of mass seduction!") and Al Gore ("Is it global warming in here, or is it just you?").

And if you don't believe in the concept of puppy love, note that more than 17 percent of survey respondents said they'll spend money on their pets this holiday.

Reporter Jerome R. Stockfisch can be reached at (813) 259-8402 or jstockfisch@tampatrib.com.

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