Columbus, Ohio — Warmer temperatures and sunny skies are bringing shoppers back to small businesses just in time for Valentine’s Day, after weeks of cold weather and tight budgets kept many home.
Business owners said the holiday provides a critical boost during the slow winter months, even as rising labor and supply costs strain profits.
The National Retail Federation estimates Americans will spend an average of $200 this Valentine’s Day, surpassing the previous high of $196 set 25 years ago. The spending surge is expected to benefit shops that rely on seasonal treats, gifts and experiences to make up a significant portion of their annual sales.
According to owners, Valentine’s Day ranks among the busiest weeks of the year, with customers purchasing chocolates, strawberries and other holiday specialties.
“Valentine’s Day and week is one of our biggest days of the year, weeks of the year, with the chocolate and strawberries. It’s, you know, the gift of love,” said Ernie Malas, owner of Kilwins in Dublin, Ohio.
Malas said rising costs for labor and ingredients have made the holiday rush more challenging. Labor costs have climbed roughly 30 percent in the past two years, while the price of chocolate, nuts and other supplies has risen at a similar pace.
“We haven’t raised prices for about six months. We’re trying to keep a lid on it. Some of our costs are starting to show some decreases, which is a good sign,” he said.
Winter weather has also affected sales. Snowstorms last month forced temporary closures and kept customers off the roads, Malas said.
“January was terrible. We were closed a couple of days during the snow storm. Obviously, business was terrible,” he said.
Customers said they are ready to celebrate now that the weather has improved. Shawn Jones, a local shopper, said Valentine’s Day motivates him and his wife to get out of the house and spend on small treats.
“We tend to do things that we don’t normally do during the week, so, you know, it’s worth it to get out and spend a few more dollars and make some memories and get some good experiences,” he said.
Malas said holiday preparation requires careful planning. Every batch of fudge, dipped strawberry and scoop of ice cream is made with quality ingredients, adding to overall costs but meeting customer expectations for high-end products.
Without holidays like Valentine’s Day, Malas said the businesses could lose as much as a quarter of their annual sales. Customers like Jones help keep shops afloat.
“One of the things that me and my wife, we like to do a lot is to come and support small businesses, because I’m a small business owner myself. So, you know, every little penny helps,” Jones said.