TWO days to go to Valentine's Day and romantic sales are bringing a rosy hue to the face of retailers.
David Fitzsimons, the chief executive of Retail Excellence Ireland, says shoppers are very into occasions and seasonality – so Valentines features on their shopping radar this week.
And it's not just the traditional lingerie and florist sector that are seeing all the action, business in the hospitality sector will go through the roof this weekend, he says.
"The fact that Valentine's Day has fallen this year on Friday is a major boost for the hospitality sector with people going out for meals and going away on breaks," said Mr Fitzsimons.
Florist Ruth Monahan from Appassionata Flowers is responding to a spike in demand by opening up a pop-up store at Brown Thomas in Dublin's Grafton Street where, she predicts, the biggest demand will be for classic bouquets of red roses or arrangements with red velvet roses.
"People tend to be more conservative in their choice of flowers at Valentines and the classic red rose is always top of the list," said Ms Fitzsimons.
"But this year, we decided to introduce the 'You're the One' bouquet which has early spring flowers like tulips and lisianthus with a single, Grand Prix red rose."
"However, when it comes to Valentine's names, florists are only too familiar with the highly traditional 'I forgots'. February 15 is always a very busy day for us – with lots of men coming in to order flowers because they forgot it was Valentine's the day before," said Ms Monahan.
However, the last-minute flower buyers might need to watch out because while the the bad weather has not slowed up deliveries, a go- slow in Dutch flower markets could impact on the later Valentine deliveries.
Models Angelica Salomao and Teo Sutra and Lynn Kelly yesterday showcased stunning selections of Valentine's Day lingerie looks from Brown Thomas.
And for the men worried about getting confused between the lingerie lingo of double DD cups and suspender belts, the four Brown Thomas stores in Dublin, Cork, Limerick and Galway have a team of lingerie experts on hand to offer professional advice and helpful tips.