Couples engage in a kissing contest celebrating Valentine's Day at the WTC mall yesterday. The five couples had been selected from more than one hundred who applied to participate in this seasonal event. Edmond Tang

HONG KONG: Comes the season for couples to gaze lingeringly over glasses of champagne, hearing the soft strings of timelessly romantic tunes, oblivious to the waiters who drift noiselessly past. It's the season for love and restaurants, flower shops and other establishments catering to those searching for "special somethings" for someone special are loving it.

A spirit of optimism prevails as Valentine's Day approaches. The good feelings extend to restaurants and shops where staff expect brisk trade at the annual observance.The optimism is buoyed by surprisingly robust sales figures during the Christmas season and Chinese New Year.

With several days to go before Valentine's Day, many popular dining establishments already were fully booked.

"The economic upheaval doesn't affect our businesses as we see reservations similar to those of last year," a spokesperson for the Hong Kong Gold Coast Hotel said. Robust bookings may have something to do with the fact that Valentine's Day falls on Saturday, so most couples will have the day off.

She added customers are willing to pay for the year's big night of romance. So if you're planning to go out don't expect bargain prices. A night on the town will cost about as much this year as in 2008. However, the Hong Kong Gold Coast Hotel is offering value-added services to enhance the magic and blunt the expense.

For instance, customers will be presented with bottles of wine printed with their names. They will be given free photos of their big night and free dessert.

A similar approach has been adopted by the InterContinental Hong Kong.

Menu prices at the hotel's restaurants will average HK$1588 per person. That's about HK$100 higher than last year. This year however the hotel has introduced bonus gifts, like free drinks and boxes of chocolate. As of yesterday, over 80 percent of tables at the hotel's restaurants had been reserved.

"People are looking for the complete experience that is memorable and gives them good value, not only for food and services," said Food & Beverage director Bryan Chiu.

He said he's optimistic there'll be full houses on Valentine's Day and on the night before.

Meantime, florists note that men are squeezing their dollars a little bit tighter when sending flowers this year.

Honey Flower at the "flower market" in Prince Edward says financial turmoil is not affecting the flow of customers but those who do spend are more likely to opt for budget flowers.

"My flowers are priced between HK$300 and HK$400. Most customers will turn away if I suggest over HK$500," said the shop owner surnamed Leung.

However, her profits are down. While she has reduced her retail prices by 25 percent, her wholesale costs have soared 50 percent.

"This way, I can attract and retain customers," Leung added.

Irene Ng, manager of Lovely Greenhouse on the Island, said some customers take time to compare prices at different shops before placing orders.

Ng sells flowers ranging between HK$1000 to HK$2000, just as she did last year. Her wholesale costs however have gone up 10 percent for the flowers she imports from Holland.

There are customers who still are willing to spend a lot of money. "Their lovers would know they were given cheaper flowers. The quality of the flowers reveals the difference," Ng smiled.

(HK Edition 02/12/2009 page1)