Sign O' The Times?

Valentine's Day is typically a virtual non-event for us, with sales being about the same as any other day in February. We've always figured that while there was likely a lot of wine consumed on Valentine's Day, most of that consuming was occurring in restaurants. Either that, or we're idiots who don't know how to market Valentine's Day, which is also a distinct possibility.

Then along came this year. We were inundated with customers, and easily had our busiest weekend of the year. Why? Sure, we had beautiful women pouring wine and sampling aphrodisiac truffles for customers. And since I'm married to one of those women, I'd be wise to pass along some credit. (Love ya, baby!)

But I think that this lovely recession that's been looting our lifestyles may have something to do with it. A restaurateur friend recently told us that business was down about 25-30% from last year. Ouch. I'm working on the theory that couples bought wine at retail this year because cooking dinner at home with your Valentine is a less expensive option than going out.

The teensy, shrinking hopeful part of me is hoping that maybe, unlike that cranky, ground-dwelling Punxsutawney Phil, the fine citizens of our town, having survived the cold, hard winter, are starting to sniff around outside their burrows. I'm hopeful that, unlike Phil, they will feel the warming sun on their faces and decide that spending is just around the corner.