The nation's candy makers, florists and greeting-card companies are expected to do a little better than last year because more people are planning to celebrate the day by buying something -- 61.8 percent compared with 59.8 percent last year, the NRF says.
And diligent marketing is apparently paying off, with retailers relentlessly trying to broaden Valentine's Day beyond the sweethearts buying roses (175 million Valentine roses were sold last year, according to the Society of American Florists) and the elementary school children decorating shoeboxes and stuffing them with funny little Valentines. This year, we're spending $370 million on Valentines for co-workers, $735 million on friends and $510 million on our children's classmates and teachers, according to the NRF survey.
My own personal unscientific theory is that most young people won't have enough money left after today's Super Bowl to even think about paying for a candlelit dinner. Game-watchers -- there are 145 million of them, according to a survey BIGresearch did for the NRF's retail advertising and marketing division -- are spending $5.6 billion this year.
They are buying everything from food and drink to team paraphernalia and new televisions and furniture (1.4 million televisions and 529,500 pieces of furniture), spending an average of $49.27. The young adults are spending an average of $41.77. For many young adults, the commercials are the best part of the Super Bowl, the scene of a notorius halftime show last year that starred Janet Jackson and her "wardrobe malfunction."
In the 18- to 24-year-old age group, only 19.6 percent watch the Super Bowl for the game itself, the NRF says, and 24.5 percent say they watch only because of the commercials.
The Super Bowl is the most-watched broadcast of the year, so advertisers pay a hefty price -- $80,000 a second -- for their commercials. They expect something in return: huge sales of the colas, beers, chips, nuts, subs and fancy pickup trucks they're advertising.
While football has its charms, as any fan will tell you, it's hard to imagine anything remotely romantic about one beefy football player sending another beefy football player sprawling across the hard ground with a perfect tackle.
It's hard to imagine, but apparently not impossible. This year, as it does every year, the New England Confectionery Co., which makes the little candy "conversation hearts" called Sweethearts, has added 10 new messages to this Valentine staple. It has been making the hearts since 1902 from the same batter as Necco wafers. This year, messages include #1 Fan, All Star, Dream Team, Be A Sport, Love My Team, Cheer Me On and Be My Hero.
Why am I surprised? The company set up shop nearly 160 years ago in Boston, a city that waited 86 years for its Red Sox to win last year's World Series. The Boston area, of course, is also home to the New England Patriots, who won the Super Bowl last year and are trying to do so again.
Boston fans no doubt deserve those sports hearts thrown in among the 100 messages on the 8 billion hearts that Necco makes every year for Valentine's Day. Me, I'll be looking for the tried and true.
Be Mine, Be Good, Be True, Kiss Me and Sweet Talk.
Money can't buy you love, as Phil Rist reminds, putting all of our Valentine spending into some perspective.
But a little Sweet Talk? Hey, I'm pumped.
