What's This Thing Called Love?

Have you ever looked around while shopping on Valentine's Day and noticed how many men are also shopping that day?
After 21 years of being in retail, we are fully aware that Valentine's Day is the one holiday every year, occurring on the same date, when men seem to feel most comfortable waiting until the day-of to purchase their gifts for loved ones and friends. For those men, price is no problem.
That is why last Saturday we were so surprised at the number of men shopping in our store.  We joked with some of them who were completely aware of the fact that they were "out early" selecting their gifts.
Are behaviors changing?  Is this because Valentine's Day is on  Friday this year? Is that what people refer to as "date night"...a term this married person has puzzled over for quite some time.  Do retailers need to plan for different behaviors in 2015?
Thinking about this question has also brought to mind other different behaviors concerning Valentine's Day.
When we first got in the retail biz, Valentine's Day meant pink for young girls and red for adults.  Our experience recently is that pink is not as popular for young girls anymore.  And we don't see as many Dads out buying gifts for their daughters.
Don't get me wrong.  Pink is hugely popular...no longer the color for Valentine's day girls, pink is now a year-round color.  It's purpose as a Valentine's gift is no longer relevant.
This thought is coming from a person who shared a pink bedroom with her sister.  I guess our Mom was way ahead of the times.
We also observed that the holiday associated most with LOVE is the holiday where lots of people shy away from putting that word on their gifts.  Strange.
Funny greeting cards have taken the place of serious, poetic cards.  Older men are most likely to purchase the frilly cards....younger people go straight for the quick sentiment inside the card.  "Hugs and Kisses" or some such greeting.
Moms and Grandmas still buy gifts for kids and are more tuned into what their kids like in terms of candy.  My Mom always bought us a box of Cherry Cordials, something I don't see these days as  a kids gift.  Now it is sours and "jar" candy which we put in Valentine cellophane bags.
And of course the candy business is a lot different than it was when I was a kid.  More choices, more color, more unusual combinations of flavors (just try Jelly Belly's Harry Potter beans!!).
Yet Valentine's Day remains a sentimental and lovely occasion...somehow "love" still shines through.