As people were scrambling to place last-minute orders on everything from flowers to sweets the day before Valentine’s Day, local businesses were working hard to keep up with the demand.

MELANIE BURFORD/DMN

Ronald Langford carries a bashful smile along with the Valentine's Day roses and teddy bear he bought for his fianceé Wednesday at H. E. Cannon Floral Co. Inc. in Arlington. Valentine's business is booming again this year after the store, the oldest continually operating business in Arlington, was destroyed by a fire on Feb. 13, 2007.

Apples to Zinnias in Dallas had phones ringing off the hook with orders Wednesday. Karen Akin, the flower shop owner, says men are overwhelmingly her best customers during this season with many orders ranging from $300 to $400.

“In terms of Valentines, men think red roses,” she said.

Ms. Akin said her store tries to suggest other arrangements besides roses to her male clientele. Simple red roses leave less room for design options and are more expensive. Wholesale prices on roses increase this time of year because of demand.

The average consumer plans to spend $123 on Valentine's Day, with men actually splurging more -- an average of $163 on gifts and cards, according to a survey conducted for the National Retail Federation. The organization says gifts such as candy, flowers and jewelry will be slightly less popular this year, with consumers opting for "experience" gifts and gift cards, and total expenditures are expected to reach $17 billion.

Apples to Zinnias also offers free of charge to men of few words some guidance on what to write in that all-important Valentine’s Day card. The store tries to turn its male customers into heroes, Ms. Akin said.

The floral shop’s staff triples for the holiday and floral designers will stay at the store tonight until all the orders have been fulfilled for the morning. Ms. Akin said designers usually stay until 2 a.m. Thursday in order to facilitate orders. Delivery trucks will take off four hours later.

Sprinkles Cupcakes in Dallas also had a steady flow of customers who placed orders by the dozen on Wednesday.

Emily Antrainer, the store’s assistant manager, said the hot item this Valentine’s Day is the store’s “XOX box.”

The box comes standard with three chocolate marshmallow cupcakes, three red “HOT” velvet cupcakes, three dark chocolate cupcakes and three vanilla cupcakes. Customers can choose between red and pink sugar hearts, “x”s or the signature sugar dots to adorn the pastries.