A Competition for Hearts and Budgets

"It is getting more and more difficult to do Valentine's Day-related business. Competition is becoming much more fierce. Every year we rack our brains to create a romantic atmosphere that will lure customers," said the marketing manager at Joy City, a shopping mall at Xidan, one of the busiest districts in Beijing. During the Valentine's Day period, retailers don't stop at offering discounts. They make a great effort to heighten all aspects of their service and design new promotional activities to go with them.

By early February, some large shopping malls in China's first-line cities such as Beijing and Shanghai have already begun to warm things up for the lovers' day. Joy City erected a huge red heart in the center of its lobby. The passageway was lined with paper roses. A huge screen was installed consisting of golden and silver heart-shaped cards for customers to put down their oaths of love. Shanghai Hang Lung Plaza (Plaza 66) built a clever thematic setting for lovers to use as a background for photos, running such activities as writing lovers' whisper cards, playing love songs and extending Cupid's blessings to ensure that the sweetness of the day's sentiments would fill every corner of the store.

Some Internet shops have also launched various promotional events notable for their creativity. Large retailing websites such as Dangdang.com, joyo.com and taobao.com all assemble a bulky gift section covering jewelry, toys, books, digital products and the like, placing them in a prominent spot on the screen; the significant others of paupers and kings are accommodated with prices that range from RMB 50 to RMB 1,000. More than 1,000 kinds of gifts lure love-struck netizens in the name of Valentine's Day. In addition to traditional gifts such as roses and chocolate, there are also fancy gifts such as moulds for baking pastries. There is a pillow in the shape of a man's elbow called the "boyfriend." Sleeping on it, a girl feels as if she is wrapped in the arms of her sweetheart.

While many shops target paired lovers, some shops are turning their attention to single wannabes. A Western restaurant at Zhongguancun in northern Beijing makes a point of welcoming singles on the night of Valentine's Day, and organizes games for the impromptu lonely hearts club.

Show Me the Money

When the bonanza of Valentine's Day ends, merchants are looking forward to the next event on the calendar, or Valentine's a year hence. "Following that motherlode is a year's wait. Too bad we don't observe Valentine's Day every day, so I could make a fortune fast," joked Fu Na.

The young businesswoman never feels the slightest regret for jilting her sweetheart to spend the day in her store. "I have no special feeling for this day myself. Even if I had, it is nothing compared to the profits I make on it. I should cherish this special day for the flower business," muses Fu Na. "All buyers are generous, never trying to bargain." She goes on, "because a low price would taint the sincerity they express to their loved ones. Once a customer spent 3,000 yuan to buy a bouquet for his girlfriend. I'm a florist, so the more they spend, the happier I am. But to tell you the truth, I think it not worthwhile to spend so much on a bouquet."

Valentine's Day has been commercialized, without a doubt. The wall-to-wall promotions seem to convince people that without extravagant gifts and lavish dinners, the romantic cause suffers. Li Xiaolei, a waitress at a five-star hotel, commented, "I dislike Valentine's Day, since I am left coping with three to four times more guests than on an average day. Too much work makes me tired and depressed."