Love is in the air, but gift stores and flower shops won’t be rejoicing as much as in past years.Sales for Valentine’s Day on Sunday are expected to rise 3.3 percent overall this year, but sales for flowers, jewelry and candy will likely be less popular, according to IBIS World, a market research organization.Valentine’s Day — normally the second-biggest holiday season after Christmas for greeting card companies, according to the Greeting Card Association — is seeing tough economic trends this year. Couples appear to be losing their sweet tooth and leaving flower vases empty this season, instead opting for nice dinners and romantic getaways.Dining out totals are expected to rise 8.2 percent and romantic getaways to see a 2.3 percent boost, whereas flower sales may decrease as much as 4.9 percent and candy by 1.3 percent.”We’re full all weekend long,” said Michael Plauche, manager of Juban’s Restaurant on Perkins Road. “We’ve had absolutely no trouble filling up the restaurant.”Local gift stores seem to be in agreement with the national trends, but gift store owners are crediting more than consumers’ tight pocketbooks as the source. Mardi Gras and the recent black-and-gold Super Bowl are playing major roles in couples’ responses to Valentine’s Day, according to business owners.Jennifer Feduccia, buyer for Baton Rouge’s Holiday Hallmark stores, said fewer customers are paying attention to Valentine’s Day this year.”Valentine’s Day sales are down when Mardi Gras is close to Valentine’s Day,” Feduccia said. “No one is talking about Valentine’s Day this year. Everyone is talking about Mardi Gras or the Saints and the Super Bowl.”But Feduccia noted a recent rise in sales of more pragmatic gifts.”With the economy downward for the past two years, people are starting to buy everyday gifts, rather than seasonal gifts,” Feduccia said. “Frames, candles, something you can use all year long. More practical gifts.”Holiday Hallmark offers Valentine displays featuring traditional romantic sentiments like cards, stuffed bears and boxes of chocolate.Robert Heroman, co-owner and manager of local flower store chain Billy Heroman’s, agreed people celebrating Valentine’s Day will face unique economic trends this year because of Mardi Gras.”Other retail florists around the country wouldn’t experience the difference,” Heroman said. “But we expect to take a little bit of a hit because of people going to New Orleans.”Heroman credited Valentine’s Day’s Sunday date as another factor in flower sales.”The trend in the industry is to expect another 10 percent offset when it falls on a Sunday,” Heroman said. “Couples have many other options to celebrate Valentine’s Day, being that it’s during a weekend.”Store owners can still depend on an influx of holiday gift-buying associated with Valentine’s Day despite a fluctuating economy and drops in sales.Feduccia said she expects a spike in sales on the day before Valentine’s Day.”Last year, we saw 1,300 customers in our stores,” Feduccia said. “On an average day, we expect about 200.”Gift stores and restaurants are responding to consumers’ needs because the economic times are pressing.”We are just trying to have a lot of great gifts at more affordable prices,” said Jessica Kempainen, manager of Tattle Tales boutique on Highland Road. “We don’t want anyone to feel like they can’t get their special someone something   because of the prices.”Plauche said he doesn’t expect the tough economy to affect Juban’s Valentine’s Day business.”People may have to cut back some on casual dining for the regular times of the year,” Plauche said. “But in spite of that, people are more willing to go out and enjoy themselves on special days like this.”And the romantic holiday is not lost on University students.Students may be cutting back on their Valentine’s Day budgets, but traditional sentimental gifts have not been completely phased out.”Last year I had a guy surprise me,” said Harriet Blackburn, political science senior. “He didn’t tell me he was going to be my Valentine, then he showed up with flowers behind his back.”And the University is continuing to do its part to help students   celebrate the romantic holiday. One campus Valentine tradition will endure, as students meet at Memorial Tower on Saturday to kiss their sweethearts as the clock strikes midnight.Feb. 14 serves as the only day of the year the Clock Tower rings after 10 p.m., according to The Baton Rougean Web site.And the LSU Museum of Art in the Shaw Center is hosting a Valentine’s Day event entitled, “Museum Tour, Dinner and Champagne! Oh My!” from 1 p.m. to 5 p.m. on Sunday. ”[Guests will] receive a two-for-one admission to the museum, 20 percent off one item, lunch or dinner at Capital City Grill for 10 percent off and a complimentary glass of champagne,” said Renee Payton, Museum of Art marketing director.–Contact Matthew Jacobs at [email protected]