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Hoping Business Will Blossom Will Business Blossom?

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By KEITH MORELLI

kmorelli@tampatrib.com

Published: February 10, 2009

TAMPA - When it comes to the recession, the romantic gift industry and Valentine's Day, where exactly is the love?

With the economy acting as the unromantic third wheel, businesses that rely on affaires d'amour are concerned about sales this week, leading up to Valentine's Day.

The holiday represents up to 20 percent of florists' yearly business, and local florists are hoping the sluggish economy takes a day off for love and affection.

Mark Adwell, whose family has owned Outa Ma Tree Florist on West Hillsborough Avenue for 33 years, is optimistic but had to restructure some to ensure a profit.

"We are trying to keep our prices lower," he said, despite some wholesale costs that are rising at three and four times previous rates. "This not the season to try to make as much money as possible."

Cutting costs within his shop is key. That means an efficient use of labor.

The biggest cost of Valentine's Day, he said, is labor. By restructuring worker time, savings can be had.

Plus, encouraging customers to order early alleviates the weekend crunch. Delivering 300 to 400 orders can be taxing if they all are done on the last day.

Still, he said, "we're expecting a pretty decent Valentine's Day. Our orders are coming in pretty strong." An arrangement of red roses is the big seller.

For Eyleen Robles, owner of The Flowers Blossom on North Armenia Avenue, Valentine's Day represents about half of business outside of weddings.

So far, few customers have placed orders, she said. "Mostly, people are just asking about prices."

She's worried that she will order too much and not be able to sell the holiday favorite, red roses.

"I'm afraid," she said.

Robles has owned the shop for three years but grew up working in the floral business, she said.

"This is the worst year," she said. "And I've been involved in the business for more than 20 years."

Alex M. Gonzalez, owner of the Florida Gardens Florist shop on North Armenia Avenue, said the economy is the worst he has seen. His father opened the shop more than 30 years ago, he said.

He remains hopeful.

"Valentine's Day," he said, "is one of those holidays you almost feel obligated to get something, and flowers and chocolates are what you get."

Debbie Stephens, who owns Debbie's Chocolate Delight in Carrollwood, said Valentine's Day doesn't represent a huge part of her business. "It's probably my third-most-popular holiday. Christmas and Easter are bigger, for sure.

"We expect it to be a little bit off because of the economy, but not extremely," she said.

The economy has taken its toll on the chocolate industry, at least locally, she said. Some shops have closed this year, and she has lost two big customers the past few months.

Predicting how business will go this week is difficult, said the chocolatier, who has been in business about 17 years, making all her chocolate in the shop.

"It's still a guess," she said. "We just don't know how much disposable income is out there."

WHAT ABOUT YOU?

Are you going to buy flowers to celebrate this Valentine's Day? Go to TBO.com, Keyword: Flowers, to take our poll.

Reporter Keith Morelli can be reached at (813) 259-7760.

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