Say you don’t need no diamond ring, and I’ll be satisfied

Tell me that you want the kind of thing that money just can’t buy

I don’t care too much for money, money can’t buy me love

— The Beatles

The economy is in a recession, resulting in businesses closing down, people losing their jobs, and families on a tight budget … and this might well prevent you from giving a lavish gift for your Valentine.

Phil Rist, executive vice president of BIGresearch said, “Valentine’s Day this year will be more about small tokens of affection rather than extravagant purchases.”

According to a survey conducted by BIGresearch, The National Retail Federation’s 2009 Valentine’s Day Consumer Intentions and Actions found that consumers plan to spend an average of $102.50 on gifts and merchandise, which is down 16.7 percent from last year’s $122.98. Total Valentine’s Day spending is expected to be about 14.7 billion.

With the economy in a mess, consumers might have to spend less this year on their loved ones. How will these difficult economic times affect the holiday?

“A bad economy won’t stop Cupid this Valentine’s Day, but it might slow down,” said Tracy Mullin, National Retail Federation President and CEO.

You’ve heard the saying “it’s the thought that counts,” and this year it counts more than ever. With people tight on money, many gifts, whether big or small, are available for your sweetheart.

Many will argue that the best Valentine’s Day gift is one that doesn’t cost anything because it expresses how you feel. That’s a particularly important point this year. The most heartfelt gifts are homemade. Valentine’s Day is about celebrating your love for that person and you can show it without spending a dime.

“This year more than ever, consumers will look for creative and inexpensive ways to show those they love how much they mean to them,” Mullin said.

This Valentine’s Day is no exception.

“While some Americans will forego a gift and opt for quality time at home instead, others will simply set budgets and fixed amounts when exchanging presents,” Rist said.

Tight with money? Don’t let the recession take a bite out of you. If you are set on a budget and you have to buy a gift for your beloved there are places throughout the New River Valley area that sells inexpensive gifts.

Looking for a memorable but less expensive photo with your sweetheart? Head down to the New River Valley Mall in Christiansburg on Valentine’s Day from noon to 5 p.m. in the food court for a 5×7 photo for $7. Got a sweet tooth? Visit The Chocolate Spike in Blacksburg for chocolate covered roses and chocolate bars. You can also make your own variety box full of sweets. These items are all under $20. Xanadu Gifts in Blacksburg offers as its top Valentine’s Day sellers jewelry, candles, and lingerie. Wine glasses and wine racks also sell well during this time. Local drugstore and gift shops are great places to look for bargain gifts.

Whether the economy is in a bind or not, Cupid still has his bow and arrow ready for love. Whether a gift is homemade or bought, remember it is the thought and heart that counts. Love will conquer all … even in a recession.

Some Heartfelt Valentine Gift Ideas

• Make a homemade meal: Instead of making reservations at an overpriced crowded restaurant, make a romantic meal at home, with soft music playing in the background. After dinner make a mouthwatering dessert for two.
• Watch a favorite movie: Cuddle with your Valentine, share popcorn, turn the lights down, and watch a romantic flick such as a Humphrey Bogart classic like Casablanca, which was named as the American Film Institute’s “Greatest Love Story.” For more passionate film ideas, check out AFI’s “100 Years … 100 Passions” list.
• Re-create Your First Date: If your first great was great, whatever you did on that first date, make it happen again. If the first date was a disaster, you can make it better the second time.
• Make a homemade card: Look around the house and you’ll be surprised what you’ll come across to make the card that will bring tears to your Valentine’s eyes. Write inside a verse inside and express your love and appreciation for your lover.
• Create a CD: Put on the CD your favorite romantic tunes and slow dance the night away.
• Write a love letter: Express how you feel because the weight of your words has power.
• Write or recite love poetry: Let the words flow from your heart onto your pen or tongue.
• Conversation Hearts: You know the candy with the messages on it. You can send your valentine a message.
• Take a walk holding hands: Take a walk outdoors, soaking up some fresh air and sunshine. Spend some quality time walking and talking.
• Put together a spa gift basket: Put together some fragrant bath oils, lotions, bath salts, incense, and fragrant candles and offer up a spa right in your own home. Include a massage or a back rub for more intimacy.

What are your ideas for heartfelt Valentine’s gifts?!? Let us know!

Brian Seay is an intern for the New River Voice.