For Love or Money.

• Author: Olson, Adam
• Position: The affect of St. Valentine's Day on businesses - Brief Article - Statistical Data Included

Valentine's Day a Godsend to Local Businesses

Valentine's Day may play second fiddle to Christmas or Mother's Day for some Utah businesses. But for others, the business of love and romance is the golden arrow in Cupid's quiver of annual sales.

"Of course we're affected by Valentine's! We have a full house," says Marge Taylor of the Carriage Court Restaurant in Salt Lake City.

Likewise, Salt Lake's Armstrong Mansion is booked the entire week of the Valentine's Day holiday. Reservations must be made at least a month in advance. "Normally you can reserve a weekday during the same week," says innkeeper Pam Freeman. "But Valentine's doubles our (typical) occupancy on that day alone."

And the Cupid kudos continue. "We love Valentine's Day. It's a busy time for us," says Tara Hunter, director of marketing for Salt Lake's Anniversary Inn. "Some people book a room the Valentine's Day before." To spend Valentine's Day in the cozy comfort of the Anniversary Inn, make your reservations at least four to six weeks beforehand.

Imagine doing 15 times your normal daily business. That's exactly what occurs at the Balloon Boutique in Salt Lake City each Valentine's Day. "It's our biggest, busiest day of the year," says owner Warren Hofheins. "We do 150 deliveries that day, instead of our usual 10 to 15."

Valentine's Day sales account for 10 percent of Mrs. Cavanaugh's yearly business. "Our biggest seller is the heart box," says Vice President Mike Wall who adds that most shopping is done the week of Valentine's Day by men "waiting until the last minute."

Almost 65 percent of Cummings Studio Chocolates' annual sales occur during the four months between mid-October and Valentine's Day. Owner Marion Cummings more than doubles her staff from 20 to 50 during the season. "Valentine's is one of our biggest days of the whole year," she says. "We sell lots of candy and heart boxes (costing from $10 to $175), but also a tremendous amount of strawberries."

"Valentine's is a pretty busy time of year," says Flower Patch training program assistant Mark Abbott. In fact, it is the second-busiest time of the year for the florist, second only to Mother's Day. "We probably order 10 to 12 times the normal amount of inventory."

Deliveries more than double, and business jumps by 500 percent over an average day at the Rose Shop, says Kellye Shea, office manager at the shop.

VIP Limousine in Salt Lake City has witnessed 60 percent increases in reservations over the past two...