On our nation's day of love, women all over are stopping to smell the roses, while florists re-enact their own St. Valentine's Day massacre on men's bank accounts throughout Madison.
""We definitely have had a number of orders for $250 plus arrangements, and they are spectacular,"" said Beth Marks, owner of Beauty Blossoms, 701 N. High Point Road.
However, some women say the thought counts more than extravagance.
UW-Madison junior Beth Ann Pingel said it is the thought that goes into the gift and not the amount of cash spent.
""I would be happy with a homemade CD and a homemade card,"" Pingel said.
But for some women, any kind of gift will do from their partner, even just the act of remembering the holiday.
""I'd be happy if my boyfriend of five years remembered to get me a card,"" UW-Madison junior Marta Grinde said.
Lauren Muma, long-time employee of Chole's Floral, 1135 Regent St., said the store is packed with predominately male shoppers during store hours on Valentine's Day and the days leading up to the holiday.
She said all males, from high schoolers to older men, come in and line up to buy flowers, chocolate and teddy bears.
""[The store] is totally filled with men,"" Muma said.
Still, Muma, who has been with the store since the 1970s, said the rose arrangements the store offers are ""very reasonable.""
She said a dozen roses cost $75 and six roses are $40, delivery is free and only recently did prices of flowers go up.
According to Marks, her store, Beauty Blossoms, receives orders from customers many months in advance.
She said most of the orders they get now are for roses in the $20 range, but that there are still many men who come in with the standard dozen roses in mind.
""I think we have a lot of guys who are hung up on the dozen roses,"" Marks said. ""But we have younger guys who are doing more extravagant things, like some come in for 18 roses or 24 roses.""
The massive amount of orders also causes an increase in the demand for delivery trucks. Chole's Floral said they use about 10 trucks to deliver flowers to dorms, businesses and homes.
Beauty Blossoms rented eight delivery trucks to disperse the floral arrangements throughout Madison.
""We do a lot of business with students,"" Marks said. ""We are doing lots of delivery to dorms and different houses [on campus].""
The desperate rush also creates long hours for florists. Muma said thousands of customers place orders, and extra long shifts are consequently needed to pull off a successful Valentine's Day.
""We will probably be here until 2 o'clock tonight and back in at 7 a.m.,"" she said.
