How doI love thee?As Valentine’s Day nears, gift ideas aboundValentine’s Day is just around the corner, and ifyou’re looking for the perfect way to say “I loveyou” to that special someone in your life, floristsand jewelers are the perfect place to find whatyou need.Frank Gallo, Jr., owner <strong>of</strong> Frank Gallo &Son Florist, said that Valentine’s Day is one <strong>of</strong>the six major flower-buying holidays over thecourse <strong>of</strong> the year; the others include Easter,Secretaries’ Day, Mothers’ Day, Thanksgivingand Christmas.“Although Valentine’s Day might generatemore sales than some <strong>of</strong> the other peak periods,our cost <strong>of</strong> goods is generally higher during<strong>February</strong>,” Gallo said. “Buying smart andstaffing properly are keys to having a pr<strong>of</strong>itableValentine’s Day.”Frank Gallo & Son Florist generally hasabout 1,000-1,200 deliveries on Valentine’sDay, using 40 to 50 delivery vehicles, but thisyear will be different.“Valentine’s Day falls on a Sunday, so manydeliveries will be scheduled on Friday, <strong>February</strong>12, as many customers want a delivery to the<strong>of</strong>fice,” Gallo said. “From a delivery standpoint,this is easier because it spreads the deliveries outover a three-day period, thus reducing the number<strong>of</strong> deliveries on each day.”Online ordering is a growing trend, Gallopointed out. “This way <strong>of</strong> ordering flowers hasgreat appeal for the consumer for a number <strong>of</strong>reasons, including the ease and convenience,special discount <strong>of</strong>fers that might not be <strong>of</strong>feredin the store and the ability to see what they areordering,” he said. “By seeing what they’reordering, our customers get educated aboutflowers and see the different types <strong>of</strong> flowers we<strong>of</strong>fer. In most cases, flowers can be delivered thesame day that they order them.”Surprisingly, a large segment <strong>of</strong> the consumerbase doesn’t think <strong>of</strong> flowers as a giftoption; in fact, studies have shown that only 30percent <strong>of</strong> consumers purchase flowers.“There is a great potential for growth in ourbusiness,” Gallo said. “When we advertise, wenot only look for repeat customers, we also tryto capture or attract new customers.”Aside from the economic windfall associatedwith Valentine’s Day, the holiday has specialmeaning for Gallo.“Some people buy flowers just once or twicea year, and Valentine’s Day is one <strong>of</strong> those occasions,”he said. “This is a great opportunity toshow the consumer not only the high qualityproduct we <strong>of</strong>fer, but also that flowers, in general,are a great gift choice.”Bling, blingFrom a jeweler’s perspective, diamonds seem tobe a shopper’s best friend, according to Billie JoNewman, director <strong>of</strong> marketing and communicationsfor Frank Adams Jewelers.“Typically, we sell diamond jewelry atValentine’s Day –– diamond stud earrings, pendantsand a few engagement rings,” she said.“When it’s not diamond jewelry, quite <strong>of</strong>ten ourcustomers are looking to add to their collection<strong>of</strong> pieces by designers David Yurman andRobert Lee Morris in the $150-$1,500 pricerange. Watches and cuff links are popular giftchoices for men at Valentine’s Day.”Newman has noticed two distinct trends forValentine’s Day in recent years.“One is fun, fashionable, designer sterlingsilver jewelry by David Yurman, Robert LeeMorris and Ippolita. These designer brands representpieces featured in all the major fashionmagazines, and they are recognizable, affordableand wearable jewelry choices,” she said. “Theother trend is consumers who want true, longlasting value in the jewelry they purchase. Thesepurchasers don’t shy away from buying highkarat gold, exclusive Swiss timepieces, or fancycolored diamonds. They want to buy jewelryitems that are destined to become family heirlooms.”Hearts, diamond hearts and diamond loveknots are the most popular items for Valentine’sDay, according to Jeff Weiss, CEO <strong>of</strong> TheGlennpeter Diamond Centre.The trend is mostly white gold instead <strong>of</strong>yellow gold for Valentine’s Day, which is thethird best for business, behind only Christmasand Mother’s Day.“Valentine’s Day is about love, and that’sspecial anytime,” Weiss said.Jewelers typically see an increase in businessaround Valentine’s Day, but the customersaren’t your typical jewelry shoppers, Newmanpointed out.“As a jeweler during a holiday celebratinglove, we obviously see an upturn in business,”she said. “Valentine’s Day differs from our normalshopping pattern in that normally we havea large amount <strong>of</strong> women self-purchase. AtValentine’s Day, the roles are reversed a bit,which is a fun change <strong>of</strong> pace.”Marty Finkle, president <strong>of</strong> Harold FinkleYour Jeweler, Inc., sees all types <strong>of</strong> jewelry sellfor Valentine’s Day, from small gifts to engagementrings.“It’s as important a day for our business asMother’s Day,” Finkle said. “What’s specialabout Valentine’s Day is that it is tailor-made forour type <strong>of</strong> gift. Jewelry is romantic and personal,and that is exactly what we do.=26| acchamber.org | techvalley.org
MemberAnniversaries<strong>Chamber</strong> members with milestoneanniversaries in <strong>February</strong> include…20 yearsThe Salvation Army, Inc.Allen W. Potts, Construction15 yearsCapital Computer Services, Inc.Hans Funeral HomeKevin Keithley, Inc.New York Health Plan Association10 yearsMr. Sandman USAPacheco Ross Associates Architects, PCThe Terrace at Beverwyck5 yearsOranix Solutions, Inc.Dove & Hudson Old BooksNew York Legal Publishing CorporationGrant Paving<strong>Albany</strong> Marriott Hotel<strong>February</strong> 2010 | VISIONS | 27
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