Keep Your Candy Heart

Keep your candy heart
More of us plan a dinner, or romantic getaway, for this Valentine's Day

Forget the box of chocolates and frilly bouquet.

Cupid's hideaway: Huntington resident John Lucente surprised his wife, Leah, with a visit to Sybaris, 5466 W. 86th St., for their anniversary, Leah's birthday and Valentine's Day. "The money was definitely worth it," he said. "We had an awesome time." - KELLY WILKINSON / The Star

By the numbers

61.3 percent of Americans plan to celebrate Valentine's Day.

More than $17 billion will be spent on it.

The average consumer will spend $122.98.

Who Americans are buying for:

Spouse/significant other: 91 percent.

Children/parents: 62 percent.

Friends: 24 percent.

Classmates/teachers: 18 percent.

Pets: 17 percent.

Co-workers: 12 percent.

Other: 7 percent.

What they're buying:

Cards: 57 percent.

An evening out: 48 percent.

Candy: 48 percent.

Americans this Valentine's Day are opting for romance of a more expensive kind: dinners at fancy restaurants, nights in hotels and jewelry buried in a vase of flowers.
The economy may be tight, but consumers seem to be making a statement: If they're going to spend on a loved one, it's going to be an experience -- not just a quick-hit delivery of roses.
For the first time in several years, more consumers plan to spend on evenings out, rather than on candy and flowers.
In a survey conducted for the National Retail Federation, nearly half of Americans polled said they would spend their Valentine's Day dining at an expensive restaurant or enjoying a romantic night at a hotel, compared with 45 percent in 2007 and 42 percent two years ago. Fewer, 47.7 percent, said they will buy candy, and 35.9 percent planned to buy flowers.
Total spending will reach more than $17 billion. Average spending for the holiday is nearly flat, $123, compared with last year's $120.
"Whether it's a weekend getaway or a night out on the town, consumers are looking for quality rather than quantity," said Phil Rist, vice president of strategy for BIGresearch, which conducted the study for the federation.
Huntington residents John and Leah Lucente got an early start, spending a night last week in the Paradise Room at Sybaris on West 86th Street. The cost to stay there can reach up to $600. The amenities, depending on the room, may include a chalet suite with fireplace, whirlpool tub and a private swimming pool (indoors) with whirlpool jets, misting steam room and bedroom loft complete with water slide.
"The money was definitely worth it," said John Lucente. "We had an awesome time."
The two weeks surrounding Valentine's Day typically are booked up at Sybaris. Spokesman Dan Fahrner said this year will be no different.
"It gives people a chance to create a memory that will last a lifetime, not like your box of chocolates and dozen roses," he said.
The Villa Inn Downtown is offering its own romantic package to lure consumers looking to spend a little more. It offers a dinner featuring wines that are billed as natural aphrodisiacs. Many couples opt for in-room massages. And there are spa treatments and haircuts if you want to spruce up before your romantic evening.
"We definitely are seeing the expensive-type gift winning out," said Jeneane Life, owner of the inn.
But even traditional grab- and-go Valentine's retailers are finding ways to offer an experience.
South Bend Chocolate Co. on Monument Circle offers a sit-down fondue for two. For $10, a couple can enjoy melted chocolates with strawberries and cut-up pound cake for dipping.
"We are really going to start getting the phone calls (this week)," said Travis Hollans, assistant manager. "People just want that romance."
And for the men, the biggest spenders for the holiday -- $163.37, compared with $84.72 for women -- who just can't get away from buying flowers, why not make it more extravagant?
At Steve's Flowers & Gifts, men come in with jewelry to add to the $50 to $100 arrangement for their sweetheart, said owner Steve Huth. The florist, with three locations in the Indianapolis area, even offers a red vase called Diamonds & Roses, which has a faux diamond on the front.
"We're all talking about the economy being tough on an everyday basis, but when it comes to Valentine's Day, people are still spending," Huth said.No one has to tell that to Larry Griggers, the owner of several Ruth's Chris Steak House locations.
His restaurants open early for Valentine's Day and adorn tables with rose petals. And for the entire month of February, any customer who orders the lobster dinner is treated to a free $85 bottle of J champagne.
"That way you can take it home, so a week or two later you can go into the Jacuzzi with your spouse and toast to more romance," Griggers said.
He said he is not surprised that people are realizing the importance of making the holiday an experience.
"The cop-out for the guy is to just run over to a drugstore to buy a box of chocolates for 10 bucks, but that's not what she wants," he said.
"To spend time with one another looking into her eyes and toasting a glass of wine, that is an experience. And one worth the extra money."


Call Star reporter Dana Knight at (317) 444-6012.


CONVERSATION STANDARDS

Rules for TalkBack
From the editor: We don't want a few to spoil a chance for community conversation