Valentine's Day business blooming

La Crosse Tribune, Feb 15, 2005 by Cahalan, Steve

Area flower shops, candy stores and restaurants were extra busy Monday because of Valentine's Day, and some brought in friends or additional employees to keep up.

Thirteen friends of La Crosse Floral President Linda Zoerb and her employees helped package and deliver flowers for the business at 2900 Floral Lane. It's a tradition for many of them.

"I just took the day off (her regular job to help at La Crosse Floral) because I love to see beautiful flowers," Pat Ruda of La Crosse said. She has helped at the business on at least four Valentine's Days, she said.

"Pat and I are a team," added Marsha Kurth, another of Zoerb's friends who took the day off at her regular job to help. "This is my third time" helping on Valentine's Day. "I'll do it again on Mother's Day if she asks.

"It's a little more complicated than it appears," Kurth said of packaging flowers and other items such as red balloons.

Zoerb said her father, John Zoerb, is retired from the family business but' helps on Valentine's Day. Her three regular drivers also were busy Monday.

Flower sales for Valentine's Day are second only to Mother's Day, Zoerb said. Roses were the biggest-selling flower Monday, and red was the most popular color. Orchids and tulips also have become popular in the past few years, she said.

"It's been very busy," said Clair Bissen, who with Bob Mock owns Family Tree Floral & Greenhouse in West Salem, Wis. He and Mock worked all weekend cutting and arranging flowers.

Eight people, including the owners, were working at Family Tree on Monday, compared with three on a normal day The five extra employees work on holidays, busy weekends and also work part time during the week.

"The most popular flower is the rose," Bissen said. "Men still order red roses." But women who buy roses usually order a combination of colors, he said. After roses, blooming plants were the second-mostpopular gift at Family Tree.

"it's been wild," said Bill Espe, co-owner of The Sweet Shop at 1113 Caledonia St. The store, which makes its own candy and ice cream, opened at 7 a.m. Monday instead of the usual 9 a.m.

"Everything is going out of here fast and furious," Espe said Monday afternoon. Mild temperatures Monday and during the weekend also boosted ice cream sales, he said. "We've sold a lot of malts today."

Turtles are the store's biggest-selling candy yearround, and for Valentine's Day, Espe said.

Espe said The Sweet Shop would be open until 7 p.m. Monday instead of the usual 5 p.m., to accommodate last minute candy buyers. "And there will be a few coming in tomorrow" to buy valentine's candy. "Better late than never. There will be a few who will catch you-knowwhat tonight" for not buying candy, he said, laughing.

Monday also was a busy day at Schmidty's restaurant at 3119 State Road, General Manager Amy Schmidt-Schilling said. "We've got quite a few reservations" for dinner, she said Monday afternoon. "We've had people out celebrating all weekend. We've had some good specials."

Lots of couples and foursomes typically eat dinner at the restaurant on Valentine's Day, Schmidt-Schilling said.