In a tough economy, even Valentine's Day loses a little of it's heart. That means some businesses have to get creative to keep foot traffic coming through their doors.
"People are putting a lot more thought into what they're buying so they go out a little sooner," said Sara Boyer of Four Star Drug Stores. "They see what's out there and then make a more educated decision on what they're buying. As far as what they're buying, people aren't that's been a huge change too. As far as the practicality, and the meaning behind a gift. People aren't buying just anything. They want it to mean something."
Some owners say business is booming at Valentine's Day.
"Very lucky in that aspect," said Eileen's Colossal Cookies owner Molly Kircher. "We haven't really seen a decline with that. Valentine's day is probably our number one busiest holiday. We have about two or three days that it's just running around like crazy in here and getting stuff done. We've never really seen an effect of the economy with our business."
Meanwhile others say they are catering to consumers who have less pocket money.
"We are offering a wide variety to fit all budget this year," said Petal Creations owner Stacy Combs. "We even have some gift baskets that we have put together that make it easier for people to come in and make those decisions, those choices much easier. We're also working with other businesses this year. You'll see a lot of businesses that are coop-ing their advertising dollars."
In the end, these retailers say it's not the amount of money you spend, but the thought behind the gift...
"We need to take time to tell people that they are important in our lives," said Combs. "Valentine's Day is not just for people in love. Valentine's Day is a day to show people that you do love them, whether it's your mom, your sister, your neighbor. You know, the world could use a little more love."