Valentine’s Day Merchandise

How Cupid's Day Rates (From page 132) buying Valentine’s treats for themselves: “They’ll say, I want something sweet, and I’m just going to treat myself.”

Old fashioned and penny candy are also the calling cards at Charm Me Sweet Candy Store in St Louis. Per- look around like oh, you have cookies, too! Oh look, fudge! Then they’ll put together a package.” haps fittingly, nostalgic shoppers are prone to splurge big at Valentine’s Day, according to Store Owner Brittany Bryan . She said the February holiday is the thirdmost-important retail event after Christmas and Easter.

Valentine’s candy and gifts are a last-minute purchase holiday for a lot of customers, especially men, explained Bryan. “The ladies who come in beforehand will buy milk chocolate,” she said, “but the men will typically buy dark chocolate for their ladies.”

Candy selections packaged in Mickey Mouse-branded tins are a retro hit with older shoppers at the fiveyear-old store. Their children or grandchildren, on the other hand, favor heart-shaped tins stuffed with sour or fruity candy like Warheads.

But overall, the top of Valentine’s Day items at the 300-square-foot foot store are the unironic classics: chocolates in the shapes of hearts, roses, or teddy bears clutching their own candy hearts. Bryan’s personal favorite is a chocolate bar in puppy packaging. “It’s always a hit because it’s just so cute,” the owner said. ❖