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Cupid's creative ideas
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February 12, 2001: 8:05 a.m. ET
Use the element of surprise to make your sweetheart feel special
By Staff Writer Shelly K. Schwartz
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NEW YORK (CNNfn) - If there's a theme developing for Valentine's Day this year, it's creativity.
Layoffs, last year's market losses and the mounting threat of a recession have given significant others reason enough to scope out budget-savvy ways to show their sweethearts that they care.
"One of the key things about Valentine's Day this year is that the wilder and more creative you get the more memorable it is," said Robyn Spizman, co-author of "Life's Little Instruction Book for the Incurable Romantic." "People are looking for ways to stand out. The gift giver needs to get more gifted in their giving."
If last year it was diamond earrings and golf clubs, this year it's a singing telegram and a bed & breakfast getaway.
"All luxury goods are affected by economics and people are scaling back a little," said Adam Graham, a spokesman for the American Gem Society. "They're still buying, just not necessarily at the highest levels."
The big day
Valentine's Day originated in Rome during the fifth century to honor St. Valentine, a Catholic bishop. It remains the only day of the year dedicated to celebrating relationships, a significance not lost on Robert Abel, author of "The Relationship Toolbox" and president of Valentine Media Group.
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"The key is to add the element of surprise. That is absolutely the number one way to make someone feel adored. It never ever fails."
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Robyn Spizman |
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"Most of us get trapped into relationships where kids and work take a priority and it seems like the relationship itself gets the short end of the stick," he said. "This happens a lot when you've been married for awhile."
No matter how long you've been together, however, Abel stressed it's important for couples to celebrate their relationship and each other on the big day. And, he notes, it's easier than you think to make an impression.
It won't surprise you to learn that the traditional gift ideas for Valentine's Day, including heart-shaped chocolate boxes and floral displays, remain a popular – if uninspired – choice.
The Society of American Florists reports that Valentine's Day is the number one holiday for the sale of cut flowers, capturing 32 percent of the market. An estimated 103 million roses were sold on Feb. 14 in 1999, the most recent year for which data are available.
And according to a study conducted last year by International Communications Research, more than 25 percent of  Americans say the gift they would most like to receive from an admirer is flowers or houseplants – followed by jewelry, clothing and perfume or cologne.
"Roses are still our number one seller, but the sale of red roses is starting to drop," said Jeffrey Corbin, owner of Radford City Florist, Radford, Va. "We're selling a lot more colored roses and sunflowers and it's not just the men who are sending them. Women are sending a lot more flowers, too."
A little tip from the pros: Personalize that sunflower bouquet with a note saying "you bring sunshine to my life."
Give a packet of forget-me-not seeds with gardening tools and a pot. Or, if you're sending a potted plant of tulips or hyacinth – an increasingly popular choice that costs from $30 to $60 – tell your sweetheart they're the one you'd "like to grow roots" with.
Aboutflowers.com also suggests you consider your honey's interests before making a buy. It'll show you've put some thought into the gift, no matter how inexpensive.
If your wife collects antiques, for example, find a vintage vase and fill that with flowers. A hobbyist painter might enjoy a self-made "bouquet" of canvases and brushes, while the avid reader would like a collection of best-sellers – all of which can be had for about $50.
If you're coming up dry, think about the skills they'd like to learn.
If pottery classes have been on their to-do list, call around and sign your sweetheart up. Same goes for ballroom dance classes and scuba-diving courses. You'll find the best rates by calling your local community college or recreation centers. But for beginner-level courses, you can expect to spend from $70 to $300, depending on the length of the course and where you live.
"One of the most creative ideas I've heard is a husband who wanted to tell him wife she was a perfect 10 so he spelled out 'I love you' in $10 bills on the bed," Spizman said. "It's like returning to a kid again when someone made you smile and feel special."
Getting away
If you're itching to get away but can't afford it, crank up the heat, break out the bubble bath and celebrate in style with Hawaiian fare and frozen drinks.
Bob Diener, however, president of Hotel Reservations Network, said consumers should be able to score some good travel deals this week if they know where to look.
"The Web sites are really the best way to get the deals right now because what is happening is the hotels and car rental companies are moving inventory online on a last minute basis, so we're seeing some good prices for Valentine's Day packages," he said. "Hotels were very busy last year until the slowdown came in the second week of December. They've been constantly lowering rates since."
Among his top destination picks: Orlando, New York, San Francisco and Chicago. For car rental deals, Dollar Rent a Car and National Car Rental are aggressively lowering rates. And for airline discounts, Diener suggests trying Southwest Airlines and Cheap Tickets, both of which are offering deals. But if you're hoping to travel this weekend (President's Day weekend), you'd better get moving. 
"Orlando is an incredible bargain right now, with the four-star Caribe Royale Resort Suites offering rooms for $129 per night right near the [Walt Disney World] park," Diener said, noting the special is available through Hotel Reservations Network. "Monday is a good day. You'll see a lot of bargains and when you see them, grab them."
Lastly, you might also want to consider a singing telegram.
The Society for the Preservation and Encouragement of Barber Shop Quartet Singing in America has organized a network of barbershop quartets across North America who will serenade your sweetheart at home, work or anywhere else you choose. The best part is, you can place an "order" up to the last minute.
A typical singing Valentine starts at around $35 and includes two songs, a card, a rose and in some cases a box of chocolates.
"Most of the time people book us well in advance since it's pretty hard to miss Valentine's Day, but some people always do and this is a good way to bail yourself out," said Reed Sampson, public relations manager for the Barbershop Harmony Society. "We have some instances, too, where the giver has provided a gift to be delivered by the quartet. One that we did included a pair of black satin boxers with red hearts all over."
Surprise!
No matter what you choose to give, Spizman said the key to a successful Valentine's Day gift is not the price tag but the delivery.
"The key is to add the element of surprise," she said. "That is absolutely the number one way to make someone feel adored. It never ever fails." 
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