While love is in the air, cash will be flying out of consumers' wallets this Valentine's Day. According to the National Retail Federation's 2006 Valentine's Day Consumer Intentions and Actions Survey, conducted by BIGresearch, Americans will spend $13.7 billion this Valentine's Day, up from $13.19 billion in 2005.
State Street retailers are cashing in on the holiday's commercial appeal, attempting to lure in customers with window displays and themed holiday products.
The Soap Opera, located at 319 State St., has an extensive window display that includes a hand-carved wooden Cupid originally from a French church.
'It's a big holiday for us,' said owner Chuck Beckwith. 'It's the one time of year when we have like, 90 percent men customers.'
Allie Lindsay, manager of Shakti, 320 State St., said jewelry is her store's biggest seller. She noted a 'down time' between Christmas and Valentine's Day, but said the weekend before Valentine's Day is always busy.
'It's always a time that you know people come out, and especially guys come out and get a card and a little treat for their sweeties,' said Laura Komai, manager of Little Luxuries, 214 State St.
Each store noted a rise in male shoppers the week before Valentine's Day. But according to Melissa Files, owner of Pink Panties, 513 State St., women are doing Valentine's Day shopping as well.
'Last year it was mostly guys,' Files said. 'This year it seems more 50/50.'
Files said Pink Panties' window display makes shopping easier for confused boyfriends.
'A lot of guys will come in and just point at the display and say, 'I want that one' instead of looking around,' Files said.
According to Files, UW-Madison Valentine's shopping accounts for the bulk of Pink Panties' business in the days leading up to Feb. 14.
'80 percent of our customers are college students, 20 percent are older, usually coming from the Capitol,' Files said.
Little Luxuries' Komai said the store has a wide array of holiday customers.
'It's like about a third of our customers are college aged, and a third are professional people who mostly work downtown and come downtown,' Komai said. 'And then the other third are people who don't live or work downtown but just come down for a special occasion, so all sorts of people.'
