Love is in the Air

Cynthia A. McClelland -- Marketing & Managing Success		cindymcc@wamware.com +1.775.831.1907 Cynthia A. McClelland © 2003-

Love is in the Air

With the Christmas holiday nary a month ago, another gift giving opportunity is already upon us. This is a biggy for those in love, have been in love, contemplating love and love being in love. From a relatively obscure start in third century Rome, Valentine’s Day has emerged as one of the top days of the year not to forget. It ranks right up there with birthdays, anniversaries and Christmas and to help some of us out, it always stays February 14. I don’t know why, but I think that when Valentine's Day falls on a Friday or Saturday the ambiance is better, maybe because it feels like the day lasts longer, you don’t feel rushed and you don’t have to get up early to go someplace in the morning. But, I will take it any day it comes… as long as my love muffin’s memory can be jogged into working order.

	One gets early training for Valentine's Day. Beginning at a young age, crafts are made, Valentine boxes are fancifully decorated with painted pasta and the anticipation of a prized valentine card from a secret admirer hangs in the air. As you get older, the feelings are the same, but the expectations seem to grow a bit and the expense can be disproportionate to the spirit of the holiday. From a statistical standpoint, it looks like when Cupid shoots his arrow, we listen: (U.S. Census Bureau)
	2.2 million marriages take place in the United States annually. That breaks down to about 6,000 a day. (sounds like a good business to be in)
	138,600 marriages were performed in Nevada during 2003. So many couples "tie the knot" in the Silver State that it ranked fourth nationally in marriages, even though our total population that year was 35th. (hmmm, where do they all come from?)
	24.6 pounds of candy per capita was consumed by Americans in 2003; it is believed a large portion is consumed around Valentine’s Day. Candy consumption has actually declined over the last few years; in 1997, each American gobbled more than 27 pounds of candy a year (doesn’t seem like that much to me! I thought they were going to say this much was eaten in one sitting.)
	The combined wholesale value of domestically produced cut roses in 2003 was $52 million. Among all types of cut flowers, roses were second in sales to lilies ($70 million). (make a note, Costco is the best place to buy roses any time of the year - two dozen for less than $25)
	There were 28,914 jewelry stores in the United States in 2002. In February 2004, these stores sold $2.4 billion worth of merchandise - a much higher total than in the preceding month or succeeding months. (hint: a small bauble is always appreciated as a token of ones love and affection – again, welcome any time of the year… only to help the stores spread out their profits)

Assuming you are reading this on Sunday, before noon, you have less than 24 hours to get to the store and succumb to the allure of “V-day”. Or, you can find some paper, cut out lots of little hearts, write “sweet little nothings” on each of them and tape up all over the house (bathroom mirrors, inside the refrigerator, on the windshield of your snookums car or in my case, a place my betrothed will surely find it – his computer screen) and sit back to enjoy the true meaning of Valentines day. Don’t worry if you don’t get anything in return… this is one case where giving is much more gratifying than receiving. (HVD to one and all!)

Cynthia A. McClelland, curious observer of the obvious with interpretations of the oddities of daily life. Mother, wife and lover of the furry, resides in the north Lake Tahoe area.

Cynthia A. McClelland -- Marketing & Managing Success