COEUR d’ALENE — With Valentine’s Day less than 24 hours away, Hansen’s Florist and Gifts was bursting with chocolates, stuffed animals, balloons and flowers. Lots and lots of flowers.  

By Saturday, Hansen’s will have lovingly arranged thousands of flowers and foliage into arrangements perfect for the gift, with roses, lilies and mixed bouquets carefully crafted to suit a range of tastes and budgets. 

Preparations start at least five months ahead of time, said Hansen’s Brittany Karlson, and it’s all hands on deck once Valentine's Day orders start pouring in.

“We pretty much have it down to a science,” she said.  

The shop anticipates generating roughly five times its typical daily sales by Saturday night, though flower orders usually sell out before the holiday arrives. 

"Valentine’s Day is Hansen’s second biggest day of the year," Karlson said, topped only by Mother’s Day.

Valentine’s Day is the fifth-biggest spending holiday nationwide: last year, consumers spent a total of $27.5 billion on gifts for loved ones, according to the most recent numbers from Capital One Shopping Research.  

Flowers, candy and greeting cards remain the most popular gift choices, though experiential gifts are also gaining traction. 

The Coeur d’Alene Resort Spa is fully booked today through Sunday, which comes as no surprise, said Spa Director Cally Mehlbrech.  

“Valentine’s weekend is our ‘marathon’ every year,” she said. 

While seasonal specials like a monthly aromatherapy couples massage are great, it's precious to celebrate on the day itself, when the atmosphere feels especially festive. 

“We love the buzz and all the love in the spa,” Mehlbrech said.  

Dinners out are another hot ticket, with $5.4 billion spent at restaurants nationwide in 2025.  

But time may be running out to secure a reservation in Coeur d’Alene: Parties for two at Beverly’s were booked as of Thursday, and events like Wine House CDA’s Casual Valentine’s Dinner had limited availability nearly a week in advance. 

Beyond romantic plans, however, the holiday isn’t just for couples.  

Karlson also encourages customers at Hansen’s to include children in the celebration. 

“We have teddy bears, chocolate, even single roses so they don’t feel left out,” she said.