BUSINESS OF LOVE FLOURISHES LESS IN 2010

By Marilyn M. Barnewall
February 14, 2010
NewsWithViews.com

About 270 A.D, marriage was forbidden by Emperor Claudius II (known as Claudius the Cruel). He wanted men as soldiers and found married men far
less likely to leave home and hearth willingly. He issued an order forbidding marriage.The Bishop of Interamna, named Valentine, honored the
institution of marriage and invited young lovers to come in secret to exchange vows. Claudius II, living up to his nickname, was incensed that a mere
bishop of Rome would ignore an Imperial Order. He had him arrested and imprisoned… he was eventually beheaded.Valentine died on February 14th.
Before he died he left a note for his jailer’s daughter, signed “From your Valentine.” The two had become close friends during his imprisonment. Flowers
became associated with Valentine’s name because those whom he joined together came to the prison on their anniversaries and threw bouquets into his
prison cell.

That is the historical Christian explanation of this holiday.There is another theory. According to this opinion, Valentine’s Day began in Rome. February
14 was the day on which Juno, Queen of Roman Gods and Goddesses was honored. In Rome, Juno was also known as the Goddess of women and
marriage.Unfortunately, the second theory does not explain how the day became known as St. Valentine’s Day. Maybe Christians had a stronger lobby in
those days.

Many traditions have evolved over the years regarding this day. For example, according to Scottish tradition, red roses mean, “I love you.” Yellow roses
mean “I love you but do not know if you love me.” White roses say “our love is pure,” while orange blossoms indicate everlasting love. Gardenias imply
secret love while gladiolas say “you have pierced my heart.”The Scots also say that the first man’s name an unwed woman hears on Valentine’s Day will
be the name of the man she loves and marries. They also say if you see a flock of ducks, you will have a happy, peaceful marriage. Those women who see a
robin on this day of love marry crime fighters.

America has taken the romance that abounds on this holiday and turned it into a good, old- fashioned capitalist day of celebration. Cupid, the pudgy,
winged, icon has been projected to produce over $14 billion in much-needed consumer spending in 2010. According to the National Retail Foundation
(NRF), the average all-American male spent $125.95 on Valentine’s Day 2003 on his significant other (including his spouse). Still inexperienced with
the true meaning of “equality,” the average woman spent only $38.22 on the hero of her dreams that year.

In 2010, estimates by NRF indicate men intend to spend $135.35 on the femme fatales in their lives, but women will be less generous, spending $72.28.
Women, it seems, are learning to give as good as they get. The 2003 statistics show men spending better than three times on their feminine love interests
than was spent on them. By 2010, that number has fallen to less than 200 percent.
Progress is progress.

Women shop earlier and men spend more, according to the International Mass Retailers Association (IMRA). It is three times more likely women will
receive flowers and jewelry from men than it is men will receive them from women. The number of men and women who send Valentine’s Day greeting
cards is almost equal. As for married people, more than 80 percent of Americans give spouses or significant others Valentine’s Day greeting cards and
close to 60 percent have an evening out to celebrate this love-honoring holiday.

Close to 30 percent of women will give candy, only 22 percent of men. Only about 10 percent of women give flowers, while bouquets are the choice of 33
percent of American men. Slightly less than 10 percent of men give jewelry while only 3.2 percent of women do so.IMRA also finds that most men shop at
florists and specialty stores. Women prefer discount stores. Good grief! Women are not only less generous, we’re cheap, too?

In 2007 (the latest year for available actual statistics rather than estimates), the average person spent $102.50 on his/her significant other. In 2010, NRA
estimates the average person will spend $103.00 on traditional Valentine’s Day merchandise.

Age, it seems, has something to do with what people spend on special “someones.” Those aged 25-34 spent $90, 35-54 spent over $60, and those over 55
spent a little over $40 (2006 statistics). The message seems pretty clear. Either love wanes with age, or common sense becomes more prevalent while the
need to outwardly display one’s affections diminishes.

This year in fact, IBISWorld, the research arm of International Book Import Service (IBIS), suggests Valentine’s Day spending will shift from retailers
to restaurants. There are two reasons: 1) Because in 2010 the holiday is on Sunday; and, 2) because President’s Day is on the Monday following
Valentine’s Day. The resultant three-day weekend means dining out will increase by 8.2 percent. You may need a reservation. Sales of greeting cards and
clothing are both expected to rise 1.8 percent.

The same study, however, forecasts a downward slide for candy, jewelry and flower sales. “Many retailers will see Valentine’s Day as an opportunity to
kick start the New Year, but the unemployment rate and continued uncertainty of the economic recovery will hamper growth and expansion,” says Toone
van Beeck, senior analyst with IBISWorld. “This combined with the fact that the holiday is a discretionary purchase, we expect customers to remain on
the shopping sidelines for the second consecutive year.”

Statistics from candyusa.com validates von Beeck’s comments. Confectionery sales posted a 9.4 percent decline for the 2009 Valentine’s Day selling
season, which have traditionally been fourth after holiday candy sales for Halloween, Easter and Thanksgiving.

“Seasonal sales are always more impacted by a negative economic climate than everyday sales and the U.S. consumer has had their share of negative
economic news over the past year. The double whammy of Valentine’s Day falling on a Saturday (2009) led to the large decline.”

Most of us have learned that love has nothing to do with dollar signs. It is, however, one of the most gratifying feelings in the world to give to those for
whom we care. It has probably always been so. It matters not whether it’s a piece of candy, a single flower, a hot dog – or a special telephone call or an
affectionate glance that says “you’re special.”
1. Find the words corresponding with the definitions

…………………… to cut off sb’s head as a punishment

…………………….to get married

…………………….a person you love and want to share your life with

…………………….loving and tender, showing feelings

…………………….family life, the home

…………………….not married

……………………. a naked cherubic boy usually having wings and holding a bow and arrow

……………………..regulated by one’s own judgment

2. Match the words and definitions

cruel 1. to undergo development

to issue 2. a wife or husband

incensed 3. short and fat; chubby

honored 4. a shop selling flowers

pudgy 5.a merchant who sales goods in small quantities directly to customers

a spouse 6. respected, worshipped

florist 7. something which has great, often negative, impact

retailer 8. bring out an official document

whammy 9. able or disposed to inflict pain or suffering

to evolve 10. angered at something unjust or wrong