How do I love thee, let me count the ways.

This Valentine's Day there are countless ways to show those near and dear to you how much you care.

Retailers have taken an ancient custom and turned it into a romantic holiday that offers lovers the stars, the moon and more.

Pauline Girling of The Phoenix Centre said there was a fascinating story about the namesake of the romantic holiday.

"Valentinus was a priest credited with helping the Christians during their persecution by Claudius II, the Roman Emperor, in the third century,'' she explained. "The Romans at the time made it a crime to provide aid and comfort to Christians.

"Valentinus was thrown into a dungeon and was provided only with the barest essentials of life. His one comfort while in prison was his friendship with the jailer's blind daughter.'' Ms Girling said the jailer's daughter would bring Valentinus food and messages from the outside world.

"Because he refused to renounce Christianity, Valentinus was sentences to death,'' she continued. "In the last days of his life Valentinus, through his faith, restored the sight of the jailer's daughter.

"He also converted the jailer and the daughter to Christianity -- an act that ultimately resulted in their execution too!'' It was on the eve of his execution that Valentinus started a custom that has continued through centuries.

"On the eve of his execution Valentinus wrote a farewell message to the jailer's daughter and signed it `from your Valentine','' said Ms Girling.

"The valentine has become the universal symbol of friendship and affection shared on the anniversary of the priest's death, now known as Valentine's Day.'' Today, Valentine's Day is big business racking up sales in the billions for retailers around the world.

According to the US National Confectioners Association, enjoying candy during the key holidays accounts for 35 percent of all yearly candy sales.

And the Association estimated that this Valentine's day, candy makers will rack up 1.1 billion dollars in sales.

"It is a very big holiday,'' said Ms Girling. "It's the second biggest holiday for cards. it is the one time when everyone has a reason to buy a card.

Chocolates and cards are at the top of everyone's list.'' But if sweets or poetic words of love do not convey the depths of your emotion, perhaps the fragrant smell of flowers will do the trick.

Those planning to send their loved one a bouquet should remember to place their order early with one of the Island's many flower stores. For those who wait until the last moment, they may find themselves broken-hearted.

However, keep in mind that flowers will set you back quite a bit -- remember the law of supply and demand. When there is great demand and limited supply, expect to pay premium prices.

If saying `I love you' with chocolates and flowers is just not your style, perhaps a fun bouquet of colourful balloons will do the trick.

The Island's flower stores and several retail stores like Treats of Bermuda in the Washington Mall and Celebrations in Cedarparkade can deliver a set of balloons sure to set your loved one's heart up, up and away.

Ms Girling said The Phoenix Store was even getting into the helium business this Valentine's Day with `Love You Bunches' bouquets for $25 a bunch.

"We are also doing balloons because of the price of flowers this time of year and balloons are not as expensive,'' she said. "We will deliver them in the Hamilton area on Friday and Saturday.'' A romantic dinner for two is another delicious way to say `I love you' and the Island's restaurants are serving up attractive specials to entice lovers.

Henry VIII in Southampton is offering a Valentine's Day Menu over the weekend starting from $35 plus grats, Four Ways Inn in Paget will dish up special fare on Valentine's Day for lovers for $55.50 per person plus grats and The Stonington Beach Hotel in Paget will serve a Gala Dinner Menu on Saturday for $65 per person plus grats and a Cupid's Chateau Brunch on Sunday for $34 plus grats.

In addition to candle-light dinners for two, the Island's hotels are also offering couples a romantic weekend getaway.

The Stonington Beach Hotel has a getaway package starting from $160, Southampton Princess' two-day Romantic Valentine's Getaway package is $399 per couple and Sonesta Beach Hotel in Southampton will offer lovers a getaway package starting from $199.

If you would rather enjoy Valentine's Day at home, but do not relish the idea of whipping up a gourmet dinner for two, Miles Market in Hamilton can help you out.

Their Valentine's Day Menu To Go features a five-course meal for $31.95 per person. Orders must be placed by Friday and the delicious meal can be picked up either Saturday or Sunday after 4 p.m.

The gourmet store also offers tasty treats like chocolate dipped strawberries at a cost of $4.95 per half dozen.

For those who are health conscious and are watching their weight, there are plenty of romantic options out there.

"We have cheeky Valentine's Day coupons which people can give to their loved ones,'' Ms Girling pointed out. "They are selling out quickly.'' All you need is love! "We also have holistic fragrances and body sprays which are selling well.

"We have mugs, candles, books, stuffed animals,'' she added. "Valentine's Day has really entered every segment of the retail market and each year they are coming out with more inventive ideas.'' If you have something a little more intimate in mind, a number of stores have brought in special Valentine's Day ensembles that are sure to please.

Secrets in the Washington Mall is offering Valentine's Gift Bags which contain a lingerie or boxers, a mug, chocolate and roses in a printed bag for between $80 and $110.

And Gibbons Company has a charming selection of `sweet satin' numbers in their lingerie department.

To avoid finding yourself heart-broken, remember not to leave your shopping until the very last moment.

"Two days before Valentine's Day we will be mobbed,'' said the Phoenix's Ms Girling. "Valentine's Day is a last-minute holiday and by the end of Saturday you will not find a box of chocolate in here.'' Photos by David Skinner EDIBLE treats, like these chocolates and candies pictured above, are traditional Valentine's Day gifts. The Phoenix Store's Pauline Girling said that by Saturday evening the Reid Street store's shelves would be sold out of these tasty treats.

CUDDLY toys, insightful books and cheeky coupon books promising intimate gifts are all just some of the Valentine's Day options open to those who wish to avoid the traditional flowers and candies.