The recession does not discriminate. It even creeps into the pockets of lovers.

Local flower and candy businesses expect increased Valentine's Day sales but some jewelry store owners have not sold as much as they have in the past.

Florists differ on how much they predict customers will spend on their valentines.

"Love has no limits," said Susan Traxler, owner of Belle Garden Florals, 116 S. Spring St. "You can't put a price on love. People won't care how much they spend on flowers, as long as they look nice."

Stephanie Woodring, manager of Woodring's Floral Gardens, 145 S. Allen St., said although people will still buy Valentine's Day gifts, they might not spend as much on them.

"We know that more people have $3, $4 or $5 in their pockets than people who have $30, $40 or $50," Woodring said. But people can always afford some kind of flower, from a small spring bouquet to long-stemmed roses, she said.

Woodring added that her flower sales increased about 2 percent last Valentine's Day, but would not predict this holiday's sales. She has received a few more orders, but said that people usually order flowers at the last minute on Valentine's Day.

Jewelry store owners and managers are concerned about a drop in holiday sales.

"The big sales just aren't there," said Michael Bay, manager of Crabtrees Jewelers Inc., 132 S. Allen St. "The candy and flower businesses have pretty much taken over the Valentine's Day trade."

But Bay did not attribute the lack of sales to the recession, saying he thinks the State College area is insulated from the national economy.

"It's not really a big holiday. It's not important enough to spend more money on jewelry -- a big ticket item," Bay said.

Sarah Songer, owner of The Candy Cane, 128 W. College Ave., said that during the Christmas season more people spent money on less expensive gifts such as candy. She expects the same for Valentine's Day.

"Instead of expensive jewelry, people may go to the more traditional kinds of things like valentine's hearts," Songer said, adding that she expects business to pick up toward the end of the week.

Don Goldberg, owner of Steven's Jewelers, 218 S. Allen St., said the economy has affected his Valentine's Day sales.

"Usually this time of the year we have increased sales, but not this year," Goldberg said, adding that he has not sold as many of his biggest-selling Valentine's Day item --engagement rings.

But Jim Eberly, support manager for Moyer Jewelers, 100 E. College Ave., said his Valentine's Day sales have been consistent over the past few years, including this year.

"We're doing OK," Eberly said. "Valentine's Day is not like Christmas, when people go out and start buying things at Thanksgiving. Business is pretty normal now, but it will probably pick up this week."

"Because of the recession, people are more conservative in spending," said Marvella Crabb, spokeswoman for the Society of American Florists in Alexandria, Va.

Prices for flowers -- especially roses -- will increase because of the holiday demand, Crabb predicted.

"It's the coldest and the most expensive time of the year to raise flowers," she said, adding that costs increase because of heating greenhouses.

Demands on the industry for the holiday, such as increased orders, overtime payment for flower store employees and extra packaging also cause flower prices to increase, Crabb said.