A Zales diamond necklace from Ball State University senior Dan Teter this Valentine's Day didn't surpass the surprise dinner and ice skating outing he gave his fiancee last year.
But the necklace featuring three small stones symbolizing the past, present and future came pretty close.
"I just kind of looked around different places and they were having 30 percent off all jewelry, and that was one time I could afford to buy her something like that," Teter said about junior Aubrei Weddle.
Even though the couple doesn't have to buy Valentine's Day gifts to prove their love, the season gives them an excuse to spend more here and there. And being able to afford the necklace and give Weddle something special this year was a treat, Teter said.
"Since society has been manufacturing it as a day when gift-giving is the norm, when you're a couple, it seems like a lack of affection if you didn't do it," Teter said.
Melinda Messineo, Ball State assistant professor of sociology, said today's society places a greater emphasis on gifts than it did in the past.
"There has been an escalation in regard to the degree of consumerism and commercialism that is expressed in our holiday celebrations in general," Messineo said. "Valentine's Day is no exception."
That's the notion businesses nationwide count on when promoting themselves on a day that ranks second behind Christmas in total sales of candy, cards and flowers. According to Constant Contact's 2006 Small Business Valentine's Day Outlook survey, 55 percent of businesses that were polled anticipated strong holiday sales.
Most customers are attracted to store gifts because of the convenience, affordability and tradition, as well as the special promotions, said Betsy King, manager at Wooden Key Hallmark in the Muncie Mall.
Wooden Key Hallmark's most popular items among Ball State students this year included teddy bears at $9.95 each with the purchase of three cards, as well as the "With Love" CD by Michael Buble and singing cards. Wooden Key also offered roses, chocolate, balloons and free gift wrapping, King said.
The average Hallmark customer this season spent between $12 and $15. On Monday, about 250 customers visited the store, and 500 shopped on Saturday, King said.
"We have something for everybody's paycheck," King said. "It's more affordable. It isn't that expensive to buy something already made up, and it's a lot easier."
That means men who get their gifts on time won't have to worry about getting in trouble with their significant others, said Cindy Disney, co-owner of Annie's Arbor Flowers and Gifts in Muncie. Disney saw more men in the past couple days than she sees during the rest of the year, and the average amount spent on roses, cookie baskets, candles, teddy bears and plants totaled between $40 and $70.
"Rather than being in the doghouse, (men) do want to get that taken care of," Disney said with a laugh. "We do have a few people in the doghouse on the 15th of February, so we'll be busy then, too."
And more business means greater profits for local stores. Although Wooden Key does not jack up prices for the holiday season, Disney said Annie's Arbor Flowers and Gifts get its fresh roses shipped from South America, Columbia, California and even Holland. As demand increases, so does price, she said.
"I wouldn't say we get rich, but it does help the bottom line," Disney said.
At Ashcraft Jewelers, Ball State students got a 20 percent discount for items this year. The most popular were Pandora charms and bracelets between $15 and $35 and Hot Diamonds pendants, earrings and rings, which cost between $55 and $150, owner Joe Ashcraft said.
"It's a convenient gift," Ashcraft said. "There are things that go with it, so it's a nice piece of jewelry you can add to and make kind of a collection out of it."
But despite the convenience of shopping at the store, junior Katie Rothrock is still excited to show her boyfriend of one year, senior Matt Graf, her hand-made gift - a Hershey's Cookies and Cream pillow case.
"I think it's really nice to make something because it's definitely more personal," Rothrock said. "I bought him some stuff too, but it's just that they don't mean as much."
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