In 2001, Jennifer Lopez claimed in her record that ìlove donít cost a thing,î but for many Americans celebrating Valentineís Day, showing their significant others how much they are loved adds up.Dinner reservations, a bouquet of red roses, a thoughtful card and a poem, chocolates, a stuffed animal, perhaps a piece of nice jewelry – these are the traditional Valentineís Day gifts most associate with the romantic holiday.With roots in the ancient Roman fertility festival of Lupercalia, St. Valentineís Day was declared by Pope Gelasisus I in 496 A.D. as a Christian feast day, and itís been celebrated on Feb. 14 ever since.While its history is a mix of fact and legend, neither gift exchange nor romantic love was always a part of the Valentineís Day celebration.According to Infoplease.com, ìIt was not until the 14th century that this Christian feast day became definitively associated with love.îSince then, the holiday has grown to what some call a ìHallmark holidayî because of the commercialization of Valentineís Day.Fundivo.com used statistics from the National Retail Federation to report that 50 percent of Americans had planned to celebrate Valentineís Day in 2016, spending an estimated total of $19.7 billion last year – over $1 billion more than Americans spent in 2015. Statistics from NRF showed the average amount men spent last year was $196, while women spent an average of $100.Millennials are outspending other age groups on Valentineís Day, with those ages 25 to 34 spending an average of $234. Americans ages 35 to 44 spend the second-most on the holiday, averaging $187.Americans spend their money on husbands, wives and significant others, according to the NRFís Valentineís Day Consumer Spending Survey conducted by Prosper Insights and Analytics in 2016, the most recent year where data is available.Prosper Insights and Analytics surveyed 7,293 consumers last year; the NRF reported 90.8 percent of them planned to purchase gifts for their significant others or spouses.Itís not a holiday just for couples, either. Children, parents, colleagues and pets were among the recipients of gifts of love.The survey found that in 2016, 34.5 percent of Americans purchased Valentineís Day gifts at department stores, with 31 percent shopping at discount stores. Almost 30 percent of Americans shopped online; 19.4 percent visited florists; 19.1 percent visited a specialty store and 15.4 percent shopped at local small businesses.Fundivo.com also reported last year that Americans spent the most money on jewelry, to the tune of $4.5 billion (NRF statistics). Coming in at second place was a night out, with Americans spending $4.4 billion to treat their loved ones.Americans spent $1.98 billion on flowers, $2 billion on clothing, $1.76 billion on candy, $1.68 billion on gift cards or certificates, and $1.14 billion on greeting cards.Many Falcon residents might find themselves purchasing their gifts at the local Safeway on McLaughlin Road this year. Complete with a floral department; a bakery; and chocolates, cards and stuffed animals posted at the front of the store; Safeway is more than a grocery store when it comes to Valentineís Day.Kris Staaf, a spokeswoman for Safewayís Denver Division, said, ìValentineís day is the Super Bowl of floral sales.îThis year, trending floral gifts include traditional rose bouquets and balloons, but non-traditional gifts like orchids, orchid gardens and succulent gardens are also popular for 2017, she said.ìWe have a lot of popular and trendy items and thereís also lots of add-ons,î Staaf said. ìLong-gone are the days of grocery stores with some carnations up front in a bucket of water.îThe bakery section is also a big hit for Valentineís Day, Staaf said.ìWhen you think of Valentineís Day, you think of ways to make it special. You want to create something and have options. Of course, you have flowers and your meal, but lots of people top it off with a cake or brownies. This is an opportunity for the store to allow you to create a special experience at an affordable price.îOther businesses in Falcon are also planning on making the holiday extra special this year.JAKS Brewing Co. will be celebrating in romantic fashion, teaming up with a food truck to host a semi-catered candlelight dinner, complete with a new beer release, said General Manager Kyal Copenhaver.The new brew will be ìspecial for the occasion,î she said. At press time, the beer flavor had not been finalized, but Copenhaver said it would be Valentineís Day-themed, likely a chocolate covered raspberry-flavored porter.ìA lot of people like to come into town (for Valentineís Day), and we really try to be hospitable with lots of food truck choices to try, as well as new beers,î Copenhaver said.The celebration will have extra meaning as it is likely the last night the brewing company will be open at its Meridian Road location, before moving to its new location at the Shops at Meridian Ranch.ìWe really want to make it special,î Copenhaver said.
