KEY POINTS:
They say you can't buy love but thanks to the credit crunch, you might just be able to this Valentine's Day.
Florists are marking down prices for flower bouquets, with many claiming growers charge too much in the lead up to February 14.
Red roses are the flower of choice for loved-up couples and florists often hike prices by up to 400 per cent on the day.
Jeanie McCafferty, owner of Wellington flower shop Next Stop Earth, is rebelling against Valentine's Day this year and will not buy in any red roses because it is "a total rip-off".
Instead, her Newtown shop will charge the normal $14 for 10 long-stemmed roses.
"We just don't get them in and we treat the day like any other normal day," she said. "It's too expensive at this time of year and the wholesalers charge a hell of a lot more for them on the day so I just think 'What's the point?'
"Some places will sell a bunch of roses for $100 or charge around $20 per rose, which is ridiculous."
She recommends that those watching the purse-strings buy flowers the week before or the week after Valentine's Day.
Jeeva Nathan, owner of All Seasons Flowers in Greenlane and Pakuranga, said he would be reducing his margins to make flowers more affordable.
He said this year's Valentine's Day sweethearts would fall into two groups those who would still spend money "regardless of what the cost is" and those who would prefer to make a "token" purchase for less.
He said many florists were hoping the price of wholesale roses would be cheaper so florists could reduce their mark-up.
"The enjoyment of flowers has to carry on regardless, if you want to spend $40, yes - if not, spend $30.
"We will be reducing our margins to make it more affordable to buy.
We hope the growers will come to the party."
Nathan said sunflowers and lilies were also popular bouquets for Valentine's Day, but roses were always the most popular.
Lily grower and chairman of the New Zealand Flower Growers Association, David Blewden, said demand for red lilies grew to 40 per cent of his flower production in the week leading up to Valentine's Day.
He estimated a lily at the "farm gate" of his Cambridge business would cost about $1.15 to $1.20, while the flowers are then marked up by retailers to around $3 to $4 a stem.
Blewden said if retailers reduced costs it could have a positive result for growers like him.
"Growers are generally working on extremely thin margins.
"Any sort of move to try and boost the demand at retail level that would flow on to growers would be welcomed."
Auckland rose grower Chris Smellie said that the retail mark-ups were "very big", but it was down to a "genuine gamble" retailers take when purchasing wholesale flowers for Valentine's Day.
He said a bunch of premium red roses could cost a retailer $30 to $40 for a bunch of 10 at wholesale prices, and $8 a bunch for cheaper varieties.
Smellie, who has been in the flower business for 14 years, is still confident this year's Valentine's Day will see good sales because it falls on a Saturday. "I'm not nervous, I think it will be fine."
Unlike florists, restaurant owners are wary of Valentine's Day.
Many struggle with low occupancy and slow turnovers due to couples spending hours over one meal, and sharing only one bottle of wine.
Last year, Sydney restaurant Tetsuya refused to take bookings for tables for two, and instead seated couples with strangers.
One of Auckland's top chefs, Simon Gault, said he would never go as far as considering a "couples ban" at his restaurant Euro, but said Valentine's Day can "definitely" cost some restaurants. Last year he offered a $90 voucher to couples who booked a romantic meal.
"We don't treat it as a money making exercise on the day
because we can't," he said.
"We're not booked out yet, but we definitely will be."
TYING THE KNOT
Love will definitely be in the air on Valentine's Day when three celebrity couples tie the knot.
Jaquie Brown will marry beau Guy Denniston in a dress she designed herself. Two of her four bridesmaids will travel from England for the big day.
A TV3 spokeswoman declined to reveal details of the venue, saying Brown was "very staunch" on keeping the event secret.
Also waltzing down the isle is former Miss New Zealand and Dancing with the Stars winner Lorraine Downes. She is marrying former cricketer Martin Crowe.
Meanwhile, Joe Cotton will marry restaurant manager and partner of four years Dan Shields.
Making their special day a week early, Amber Peebles is to wed beau Brooke Howard-Smith of TV3's Target on February 7.
Peebles has chosen her father's Karaka farm as a picturesque setting for the big day.
Former All Black prop Carl Hayman and fiance Natalie Crook are also tying the knot next weekend. The rugby star, who now plays for English club Newcastle, is staying tight-lipped about the venue, but it is believed they will wed in Opunake where Hayman was born in 1979.
ON THE CHEAP
Instead of splashing out on fancy meals, treat your loved one to a picnic. If you're in Auckland, Mahurangi Beach and Karaka Bay are perfect quiet spots to share the love and a sip of champagne.
Forget e-cards and impersonal emails make your partner a home-made card.
Why go out when you can stay in? Grab popcorn, DVDs, some candles and set the mood. You could even start the day with breakfast in bed for him or her.
Recreate your first date together.
The Herald on Sunday is giving away tickets to the Wild Bean Cafe Zoo music concert, featuring Mutton Birds front-man Don McGlashan on February 14. Email us on news@heraldonsunday.co.nz with your romantic tale of how you got together.
For a party atmosphere, head to Dropped at Ink and Coherent on K Rd for $20, or to Telecom Summer Sounds, featuring Chris Knox, Die! Die! Die! and others at Nixon Park in Kingsland. The concert is free.
