IT?S February, love is in the air and, if some companies and traders could have their say, they?d keep it that way.

That?s because in this season of hearts, those in the business of romance, like flower shops, jewelry stores, hotels, motels and restaurants, hear the sweet sound of cash registers ringing along with the sighs and whispers of love.

Blame it on the hopelessly-romantic Filipinos, who go overboard in their eagerness to get into the mood of the day with commercial proofs as expressions of their love.

Dustin Endaya, who sells roses here and abroad through www.islandrose.net, recalls a time when almost 40 percent of all the roses that he sent out in a year were sold in February alone.

That figure has lately gone down to 20 percent because Filipinos have seemingly learned to buy flowers throughout the year. But it is still the best month for business, he adds, followed only by Mother?s Day and Christmas.

This despite the fact that roses are at least 25 percent more expensive on Valentine?s Day than on any other day of the year, with a set of three red blooms fetching as much as P475.

?I guess roses sell well because they are the basic gift. Everything else are add-ons,? Endaya says, ?And people will always go for the basics.?

Fortunately for the mineral and glitter industry, there are those who can afford to be even more romantic?or generous?on Valentine?s Day and splurge on jewelry for their beloved.

This is why sales of jewelry chain Just Jewels of the Lhuillier group increase by 10 percent in February. ?February is our second best time of the year after Christmas,? shares Just Jewels marketing manager Tricie Mojica. ?So we make the extra effort through promotional materials like mailers, banners and special store displays to remind people in case they want to buy a gift for Valentine?s Day.?

Mojica acknowledges that December is the best month as far as jewelry sales are concerned because the market is wider as people buy for themselves as well as their loved ones. In February, the buyers are mostly the menfolk, who buy for their wives or girlfriends.

The economic crisis may put a damper on sales, but Mojica is confident that people will still be buying. ?I think our sales will still be okay because Filipinos are very romantic and sentimental,? Mojica says.

The Discovery hotel group is just as optimistic. Discovery marketing head Gemma Batoon says Discovery goes the extra mile to dress up its restaurants and function rooms to make them the perfect setting for a memorable evening. It also throws in music and entertainment to set the mood.

Batoon adds that Valentine?s Day is no longer the exclusive territory of lovey-dovey couples. Over the past four years, the hotel group has experienced a steady increase in the number of families coming in to celebrate the day.

?Now, we have to arrange our tables for groups of five or even 10 because families also want to celebrate Valentine?s Day together,? says Batoon.

Sales have always gone up on Valentine?s Day, she says, and adds that she doesn?t expect this year to be any different.

Joy Wassmer, head of communications of Makati Shangri-la, agrees that the Valentine season is very busy for hotels, especially for their food and beverage outlets.

Waiters and managers have to be on their toes and ready to whip up extra tables and place settings because many couples?especially the young ones?usually come in without a reservation and at the last possible minute. But they don?t mind waiting, Wassmer says, as they just want to come in to celebrate.

For those without the budget for a fancy dinner, expensive jewelry or even a bouquet of roses, there?s always the option to simply send love-filled heartfelt messages via SMS (short messaging system) or texting.

Smart Communications spokesperson Ramon Isberto reveals that the number of text messages sent by its 33 million mobile phone subscribers on Valentine?s Day increases significantly from the regular average of 500 million text messages a day.

?Valentine?s is a busy day. I don?t have the numbers but the volume does kick up. Why? Because Filipinos are in love with love,? says Isberto in his texted reply.