How Small Businesses Attract Customers for Valentine’s Day

With the average consumer poised to spend 8.5% more this Valentine’s Day compared to 2011, according to the National Retail Federation, small business owners are looking to get a piece of the action. FOX Business asked small business owners how they romance customers away from retail giants. From a 25-year-old independent card store to a new chocolate store, business owners share the secrets of attracting cupid’s bow.

Richard Barbosa, owner of Cardeology, New York City “We’ve been in business 25 years. We are different from going into a Duane Reade because we are the biggest little card shop on the Upper West Side. We set ourselves apart by being personal and intimate with our customers. We have always done that, even when there wasn’t these big stores. People feel good when they come in here.”

Sarah Verena, owner of Of Heart Stock, San Francisco “At Of Hearty Stock we are try to ‘romance’ customers away from larger brands by offering non-traditional Valentine’s day goods. Our XOXO series gives urban individuals a way to let someone know that they care without the pressure and cheesiness often associated with the holiday. Our customers come to us for quality craft and a great sense of humor.”

William Gustwiller, owner/chocolatier of Eclipse Chocolat, San Diego “When it comes to competing with big chocolate manufacturers, none of them can hold a candle to Eclipse's real values. Each day of the year we hand-craft dozens of flavors of exotic truffles, salted caramels, infused chocolate bars, and more.”

Cat Beurnier, founder of Sugar Daze, Paris  “This is the third Valentine's Day that I have offered a special six-pack of cupcakes. I've been offering pre-reservation of this pack for about three weeks now and the response has been excellent.  I offer special flavors that only appear on the menu at this time of year like a raspberry/chocolate or strawberry/champagne cupcake; my cupcakes are adorned with hand-crafted decorations that I think make them more special than what the larger retailers offer. Because I am such a small business and can only make a finite number of cupcakes each day, I often have a two to three week waiting list for clients so when people see a deal like this come along where I waive the usual order minimum, they are excited to get a chance to try me.”

Molly Cygan Rossettie, owner of The Little Apple, Philadelphia  "Shopping in a local, small business for Valentine's day allows a customer to purchase unique, locally-made, one-of-a-kind gifts, cards, chocolates and jewelry at any price point. We are always happy to guide a customer with their gift purchases, we offer free gift wrap and we love to add those little personal touches that a large, impersonal company does not have the ability to provide."

Fonda Sara, owner of Zuzu’s Petals, Brooklyn, N.Y. “Zuzus Petals has been part of the park slope community for 41 years. We have deep, long, sometimes multi-generational relationships with many of our customers. We attribute our longevity to the joy we derive from furnishing flowers for important occasions and incidental, impulsive moments....and the pleasure our flowers bring all wrapped up pretty in tissue and ribbon. We have always encouraged our customers to get the most out of their Valentine's day dollar by ordering a vase full of romantic seasonal flowers...with a few roses added.”

Brian Murphy, Smith Island Baking Co. Owner, Smith Island, MD “Our customers are attracted to us because we are so unique, and they come back because they love our products and our customer service. Our customers also love supporting a company that is making such a measurable difference to the local economy.”