State College business owners are swamped this week delivering roses, bagging teddy bears and boxing diamond rings in anticipation for Valentine's Day.
Despite a nationwide recession, local business owners say sales remain on par compared to the week leading to up Feb. 14 of last year.
In fact, they say holidays are the perfect time for stores to target customers with advertisements -- especially during a recession.
Randy Ammerman, part owner of George's Floral Boutique, said Valentine's Day is the "single busiest day of the year," but that hasn't stopped the store from keeping an eye on the economy.
He's not alone, but local gift shop and jewelry store owners on the whole are not worrying about the recession having a huge effect on their businesses. The week before Valentine's Day usually draws more customers and soaring sales, store owners said, and this year is no different. That hasn't stopped some stores from advertising heavily. Jennifer Chang Coupland, a Penn State associate professor of marketing, said holidays are a perfect time for businesses to "advertise related to gift giving," even in the middle of an economic slump.
"The social pressure and expectations are high during holidays," she said.
Stephen Miska, owner of S.J. Miska Goldsmiths & Jewelers, said he always promotes special items and has lower prices during the week of Valentine's Day -- and the economy isn't the main reason.
"Valentine's Day is generally a pretty fair business time for the jewelry business," Miska said.
The 119 S. Fraser St. storeowner added business hasn't changed much since last year and he usually sees more student business during Valentine's Day week.
Likewise, Ammerman said he and the 482 E. College Ave. store's co-owners have been doing some advertising to "remind people we're still here," but customers usually don't need a reminder Valentine's Day is coming.
However, students like Jessica Garfinkel (freshman-business) say they're noticing more holiday store advertisements all the time.
"They push it a little too hard," she said. "But people buy because they need it for the holidays, so I don't blame them."
Adam Rizzo (junior-supply chain management) said the in-your-face ads helps people remember to shop for holiday gifts.
With the recession lurking, Ammerman said students would most likely shop for cheaper gifts -- and his store is doing its best to serve. The boutique has special Valentines Day's packages to draw cost-conscious customers.
"We'll get the business versus a jewelry store," Ammermam said.
