NEW YORK (CNN/Money) - Is it time to call a truce in the prickly French-U.S. relationship, and get on with the serious business of savoring French wines and cheese?

Today is Bastille Day, the French are popping the champagne corks and applauding the fireworks, and some say the timing is right for detente in the Franco-American feud.

"We've been in a complicated marriage with the French for over 50 years now, and we'll be married to them forever," said Howard Davidowitz, chairman of New York-based national retail consulting firm Davidowitz & Associates Inc.

Sofitel in March removed the French flag and replaced it with the Stars and Stripes. The company said the French Tricolor is now back up outside all its hotels.

That's no surprise given that the marriage between the two countries also carries a hefty $47 billion pricetag in annual bilateral trade.

"There's already less negative stuff about the French in our newspapers, and less talk from U.S. government officials about them, too," he said. "America is a very forgiving country, and I think the anti-French sentiment should soon be getting back to normal."

Though the U.S. media and government appear to be backing off somewhat from jeering the transatlantic neighbor, it's still unclear whether U.S. consumers are ready yet to forgive and forget.

French opposition to U.S. military action in Iraq created a nationwide backlash in March against all things French in the United States.

Angry consumers called for boycotts on products decidedly French, such as wines, cheese and even hotel chains like Sofitel.

In fact, Sofitel, owned by French company Accor, decided to take down the "Tricolor" outside its U.S. hotels, fearful of reprisals against its staff and customers.

Has time tempered emotions?

According to a recent poll conducted by New York-based worldwide public relations firm Weber Shandwick, more than one in three Americans are still less likely to buy French products.

The survey indicated that 43 percent of Americans said they were less likely to buy French products, compared with only 17 percent of French consumers who said they would retaliate with a similar boycott against American products.

"It's surprising that there are still such strong anti-French feelings," said Jack Leslie, chairman of public relations firm Weber Shandwick. "The war may be over, but consumers -- particularly those in the U.S. -- are not ready to disarm."

Said Leslie, "The United States and France have clashed over policy issues in the past, and this is not the last time."

"But one thing different in this instance is that Americans were much more willing to use their pocketbooks to protest. So we saw a more politicized consumer than in the past."

However, anecdotal evidence from a few small-business owners selling French goods tells a surprisingly different story.

Michael Aaron is chairman of a well-known Manhattan-based wine store, Sherry-Lehman. Aaron just got back from this year's Vinexpo, the world's largest wine and spirits trade show, in Bordeaux, France, and he said the contingent of U.S wine merchants was rather formidable.

"Last year there were 1,500 representatives from the United States. This year it was about 1,400. So I don't think the so-called boycott has hurt business relationships that much," Aaron said.

Nevertheless, Aaron did concede that sales of his French wine fell about 15 percent in May, although the number picked up in June despite overall weakness in the economy.

Have Americans really forgiven the French? The French flag hangs over toilet bowls outside a car repair shop in New York. (From: CNN/Money)

"I think the worst of the backlash is over," he said.

Over at the Ideal Cheese Shop, a gourmet cheese retailer in New York, owner James Coogan said his stock of French cheese continues to sell well.

"Our biggest seller is Brie," Coogan said. "About 10 percent of my stock is French cheese, and I've not really seen a decline in demand. If there is some pressure on sales, it's not from the politics but from pricing concerns."

At L'Absinthe, a brasserie in Manhattan, owner and head chef Jean-Michel Bergougnoux prepared a big bash for July 14.

"It's difficult to measure the impact of the boycott to our business, but the amazing thing is that through it all we had a few customers who came to our restaurant more than usual just to show support," Bergougnoux said.

And guess what? The French flag is flying high again outside the Sofitel Hotels.

"There were bad feelings on both sides of the Atlantic, but looking at it from the business-to-business basis between the two countries, any fallout did not happen," said Willard Workman, senior vice president of international affairs with the U.S. Chamber of Commerce in Washington, D.C.

"I think it's safe to say that the French business community was not thrilled with the way their government handled the country's position on Iraq," Workman said. "If we do see any slowdown in business activity with the French, it will be because of economic factors rather than for any other reasons."