Valentine's Day ideas don't come easy

If a buck really counts for something, we have almost 14 billion chances in which to get it right on Valentine's Day.

In the 1800s, when Miss Esther Howland sent out the first recorded Valentine's Day cards, she probably had no idea this would mushroom into what it has.

Valentine's Day can be traced back to the third century, when Saint Valentine, a priest during the rule of Emperor Claudius, was dubbed the patron saint of love. Legend has it Saint Valentine opted to hang on to Christianity, and for that he was punished. The saint allegedly left a note for a jailer's daughter and signed it From Your Valentine. Other historians have said Pope Gelasius I was so impressed by Saint Valentine that he circled Feb. 14 as the date used in his honor.

Sixteen centuries later, the gift ideas are as varied as the history.

National Retail Federation (NRF) figures predict Americans will spend $13.7 billion on Valentine's Day gifts. The group estimated the average consumer will put down $100.89. The scale is tipped heavily toward males, who will average $135.67. Women likely will put down $68.64.

Various factions have differing views on what makes a good Valentine's gift. That's good news for retailers. Businesses that specialize in cards, candy and flowers will likely make the most of the day, but many others will benefit from what could be considered independent thinkers among those with a spouse or significant other.

The Web site WomansWallStreet.com recently polled more than 1,700 women.

The combination of dinner and flowers is still the top choice when it comes to women's desires for a gift. They garnered 20 percent of the vote, a card following a gift checked in with 14 percent and flowers by themselves were listed as the preferred gift on 13 percent of the ballots. A love letter pulled in 11 percent on the Valentine's Day scoreboard.

We're seeing a transition away from materialistic Valentine's Day; it's no longer about diamonds and pearls, said WomensWallStreet.com editor Pam Little. Today's women care more about spending time with her mate - going to dinner, having a romantic evening - than about getting expensive gifts.

Chalk one up for males who may be frugal.

While the NRF surely would go along with the $135.67 average for American males, the polltakers in WomensWallStreet.com indicated that price tag isn't necessary. The poll had 42 percent hoping for a gift between $1 and $50.

But, the poll indicated, just because cheaper is preferred, that shouldn't open up the day to the lousy.

While a monetary investment wasn't important, an investment in thought was surely necessary. Among the worst gifts listed were household appliances (28 percent), stuffed animals (23 percent), a gym membership (11 percent) and chocolates (10 percent). The worst part of Valentine's Day, according to the poll, is the obligation (28 percent), high cost (23 percent) and tacky gifts (16 percent).

Flowers may be coming down a bit in popularity this year, said the NRF. A Valentine's Day Consumer Intentions and Actions Survey poll showed that 52.3 percent of men plan to buy flowers. That's down 5 percent from last year. However, 22.4 percent of men in the poll said they would buy jewelry. That represents a 4.3-percent increase from last year.

Here the polls clash. The WomensWallStreet.com's female polltakers said to keep it under $50. Men in the NRF poll are pointing toward jewelry - a probable violation of the $50 limit.

And it is more proof consumers likely don't know what they want or what they want to give. It's difficult for the subjects in the WomensWallStreet.com poll to have it both ways. While dinner and flowers are welcome for them, they, like jewelry, shoot gaping holes in the under $50 target.

Another survey - this one by DollarDays International, which an Internet-based wholesale to businesses and distributors - indicated unwed folks participate more in the Valentine's Day than their married counterparts. The survey's results gave unmarried adults a big edge in their willingness to impress (or inadvertently depress, depending on the gift). The most popular gifts listed were stuffed animals (17 percent), gift baskets (16 percent), flowers (15 percent), chocolates (13 percent) and jewelry (11 percent).

There are several road maps in which to follow, and that's likely good news for the retail industry. It may be an indication that all sorts of businesses and industry will get a sizable cut of what consumers are expected to spend.

Perhaps it really is the thought that counts.

This article was originally published in The Journal Record, Oklahoma City, Okla., another Dolan Media publication.

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