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Valentine’s Day sales give retailers a boost

Local shops see steady stream of customers

February 15, 2012
Messenger News


Messenger staff writer

For Hy-Vee Floral employee Deanna Deollos, her first Valentine's Day working in the floral business was busier than she expected.

"It's actually been fun," Deollos said. "This is my first Valentine's Day, I started working here in December. I was told we would get busy, and it might get crazy but it's been fun."

Deollos spent Tuesday afternoon taking phone-in orders and wrapping and arranging bouquets of flowers for walk-in customers with plenty of extra help to ensure the flowers stayed fully stocked.

"About half of our department is in the back room continuously making floral arrangements," she said.

A steady stream of customers was still coming in around 3 p.m. keeping floral designers on their toes but Deollos said morning was busiest.

"This is actually slowed down compared to earlier this morning," she said. "We had a line backed up to the door."

At Becker Florists, it was an all hands on deck effort as employees worked together to arrange bouquets, wait on customers and wrap flowers as they were purchased.

"It's been steady all day," said Becker Florists employee Ronelle Crouse. "It's my first Valentines Day working here, and I've enjoyed the excitement of it."

Crouse said Becker's also made sure they had extra flowers, candy and gift items in stock to meet customers' needs.

"We want to make sure everyone gets what they want," she said. "It's just a fun day."

Having been in the candy business for several years, Terry Cook, owner of Candies & More knew what to expect and was ready for the extra business, offering extended hours on Tuesday evening.

"It's been very steady both yesterday and today," said Cook. "But that's OK. I get a lot of extra orders and have people wanting to come in at night after 7 o'clock to pick up their orders."

One particularly popular item cook offered especially for Valentine's Day were hand dipped chocolate covered strawberries.

"They've been a big item," said Cook. "I bet I've gone through 30 pounds of strawberries."

Cook also offered fresh floral arrangements in his store this year, teaming up with Alice Schmidt, owner of Lilly's Floral and Gifts, who in turn, offered some of Cook's candies in her shop.

"We have some of her flowers and she has our candy," said Cook. "It's been good to work with them."

Valentine's Day business was also good for Schmidt, who opened her flower shop on North 10th Street just two weeks ago.

"It's been awesome," she said. "I thought I was going to run out of flowers. For only being here two weeks, it's been better than I ever thought it could be."

Contact Emilie Nelson at (515) 573-2141 or



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