Tens of thousands of roses will be moving around the Island this weekend as florists and other retailers prepare for the most romantic Hallmark day of the year.

Shirmika Brown, owner of El Shaddai Florist, said the shop has been "very busy all around" while Mark Wheddon, owner of Designer Flowers which has stores in Heron Bay and in Windsor Place, said his business was "blooming".

While El Shaddai Florist and Designer Flowers have brought in 5,000 and 4,400 roses respectively in preparation of Valentine's Day, their sales look to be outdone by a company that does not normally specialise in flowers.

John Casling, owner of Budds Beans and Books, is bringing in 20,000 of the long-stemmed symbols of love this weekend. Given that he is selling a dozen long-stemmed boxed roses $59.95, he does not expect any problems selling out.

"Sales are already way ahead of what we expected," he said. "The majority of flowers we pre-sell so we know exactly how many to bring in. We'll sell a couple thousand over the weekend and certainly more on Monday."

Even at higher prices however, the florists are very busy.

Mr. Wheddon, said that while roses were selling fast at $9 apiece or a dozen in a vase for $130, tulips are also proving a big hit. A bunch of ten sells for $25.

"Roses are still the most popular with people buying by the dozen, but they have been buying tulips as well," he said.

"People really like them as an alternative. For those who have been giving roses forever, it is nice to send something different."

And for those who want something really different, the store is selling singing balloons at $25. One tap and they burst into song.

Over at El Shaddai where twelve boxed roses sell for $100 and a dozen in a vase cost $130, tropical arrangements and specials such as the "basket of love" which sells for $85 and includes cookies, flowers, chocolate and other goodies are also very popular.

Retailers in the US were pitching this year's event as Valentine's weekend, but the retailers here said that most customers still plan to wait to celebrate on Monday.

As for how much to spend, it really depends on budget. Mr. Wheddon said that while some come in for a single rose, "we have had orders from $250-$300. Those are quite normal. They get roses balloons, chocolates, candies and stuffed toys."

While the florists said that men are the main customers coming to their stores, the candy aisles and lingerie stores are currently seeing more female customers.

Liz Adderley, owner of Eve's Garden, said yesterday morning that while she has had more female customers in the store, she expects to see more men today and Saturday.

"It is sort of coming in spurts, it is not constant yet, but we expect it will be busier tomorrow and Saturday. With it being on a Monday we are not sure how sales will be, whether they will buy ahead for a weekend, celebrate early or do more on actual day."