COEUR d'ALENE - Business owners and operators offering Valentine's Day gifts and services are encouraged by sales so far, and are working extra hours, offering sales, and dangling other incentives to get customers to bite.

Whether it's floral shops, chocolatiers, jewelry retailers, restaurants or even a hitching post, Valentine's Day provides a welcome early year boost, business owners said.

Some said business this year is better than the year-earlier period. For others, it's the first lover's holiday in business, and operators said they are optimistic.

Danielle Hansen, owner of Hansen's Florist & Gifts, said having Valentine's Day land on Sunday spreads business out through several days, instead of a mad rush that lasts about two days when it lands on any other day.

"People have been sending flowers all week for Valentine's Day," Hansen said.

John Malee, general manager of The Cedars Floating Restaurant, said the steak and seafood restaurant will be busy Sunday with lots of reservations. The heavy business flow on Sunday spilled over into Friday, today, and Monday, Malee said.

The Cedars - owned by The Hagadone Corp., which also owns the Coeur d'Alene Press - is right on pace with last year, he said. He has heard the same from other restaurant operators.

"It's one of those special holidays when people are willing to go out and splurge and take care of themselves," Malee said. The restaurant is offering additional seafood and beef dishes for the occasion.

Stacey Cook, owner of Duncan's Florist Shop, at 9170 N. Hess St. in Hayden, anticipates sales being comparable to last year.

Duncan's will be open Sunday, which will help "those last-minute shopper guys," Cook said.

And some guys do need help.

"We've had a lot of guys that thought Valentine's Day was last weekend," she said.

She doubles staffing for Valentine's Day. The weak overall economy has had its effects on business, as customers are wanting to spend less, she said.

"But they still want that big, full bouquet," she said. So, she is being creative to meet those demands.

More customers than usual are ordering their flowers ahead of time, likely because they are on a budget and know exactly what they'll be able to spend this year, she said.

Hansen said the average purchase price has been creeping back up, after taking a blow because of the recession.

"Some people are more confident," she said.

The owners of Coeur d'Alene Chocolates, 3650 N. Government Way, said it's the shop's first Valentine's Day so they're not sure what to expect.

But so far so good, said Tim Yeager, who owns the shop with his wife, Edena, both of Coeur d'Alene. He said they plan to stay open late today to help last-minute shoppers.

And the key to more sales?

"Just show them the chocolates," Yeager said.

The Yeagers have pre-packaged one-pound and half-pound decorative boxes for Valentine's Day, and increased advertising to max out the benefit of the occasion. Family members make the chocolates, he said.

"Chocolates are kind of recession proof," Yeager said.

It's also the first Valentine's Day season for Super Silver Coeur d'Alene, at 116 N. Fourth St., which opened in October. It sells sterling silver jewelry and semi-precious stones.

The owners of Super Silver said that normally the store isn't open on Sunday, but it will be open Valentine's Day from 11 a.m. to 3 p.m. to bail out any procrastinators.

The owners, Stephanie O'Brien and Kristy Chappelear, both of Rathdrum, said they also are dropping prices to lure in shoppers.

"We're doing 50 percent off most items in the store," O'Brien said.

Sales have been picking up this month, O'Brien said.

Stephanie Boettcher, owner of Bijou Boutique Fine Jewelry at 223 E. Sherman Ave., said she has seen a lot of women shoppers coming in with their significant other.

Pent-up demand, after the weak economy had slowed consumer spending, now is providing a sales boost, she said.

"Sales are looking better this year," said Boettcher, who owns the shop with her husband, Travis Boettcher, both of Post Falls.

The Hitching Post Wedding Chapel, 524 N. Government Way, in Coeur d'Alene, is booked solid for today and Sunday, said LaVena Allen, a minister who does weddings there.

She's not sure when they'll close Sunday, after opening around 10 a.m., she said.

"Whenever people stop coming in," Allen said.

Allen said if people want to exchange vows on Sunday, they'll have to get their marriage license today. The Kootenai County Courthouse is not open Sunday.

Valentine's Day "is always a fun time to work here," Allen said. "Sometimes it's so busy, though, you don't have time to get too exited."