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The Spokesman-Review Newspaper
Spokane, Washington  Est. May 19, 1883

Valentines sweeten bottom line



 (The Spokesman-Review)
Meg Richards Associated Press

NEW YORK – Money can’t buy you love, but can love make you money? Some analysts think it can, and Valentine’s Day is boom time for companies that profit from our amorous affections – including those that sell flowers, candy, lingerie and jewelry.

If romance moves you to make a stock pick, however, don’t let emotions sweep you away. You should always do your homework, because brisk sales on Feb. 14 don’t necessarily add up to a good investment.

“They say to invest in what you know, and right now people are going out and getting flowers, spa services, cards and so forth,” said Brent M. Wilsey, a money manager in San Diego. “So buy the flowers, then look at the stock as well. Love can be profitable, but you still have to go that extra mile to make sure you’re getting a good solid company and not just a familiar name.”

Valentine’s Day is also a time for gifts of a more intimate nature; business is sure to be brisk at retailers like Victoria’s Secret. And then there’s the chocolate. The folks at Hershey Foods Corp. start planning for holidays like this well in advance, plotting packaging and shopping cart-stopping store displays for the impulse buyers who account for half of its candy sales. Hershey relies on a seasonal surge in candy consumption on Valentine’s Day.