POCATELLO — Love is big business and the Pocatello family who owns and operates Dellart Floral loves to be a part of it every Valentine’s Day.

    “The rush starts at the beginning of the week,” said Robbin Depew, who has owned the flower shop at 400 E. Center in Pocatello for the past two years. She worked there for 12 years before purchasing the store.

     “By the time you hit Tuesday, there’s no turning back,” she said about the flood of romantic business. “We’re knee-deep in pink and red.”

    The preparation area of the floral shop was a flurry of activity Wednesday afternoon as cut flowers were transformed into expressions of affection in time for today’s grand exchange.

    Roses led the way, but arrangements included lilies, carnations, greens, teddy bears, balloons and an assortment of heart-winning cards.

    According to the website, Statistic Brain, Americans will spend about $13 billion on Valentine’s Day this year. Flowers, candy, cards and dinners on the town are all part of the mix. Women will have purchased 83 percent of the cards and men, 73 percent of the flowers. The average spent per consumer in this country will be $116.

    Candy inches out flowers as the number one gift given by men, but flowers are close. At Dellart, big spenders can combine the two into one gift guaranteed to help guide Cupid’s arrow.

    “Even with the economy being the way it’s been we’ve held our own,” Depew said.

    During a seasonal rush like Valentine’s Day, Depew has 12 people working at her shop, many of them family members. Her daughter, Jessica Fernandez, is a lead designer. Helping create arrangements are sister-in-law, Kathy Fernandez and niece, Monica Caldwell. As the flowers fly out of the shop today for delivery all over Pocatello, Chubbuck and other destinations in Southeast Idaho, her son, Jordan Fernandez, and nephews, Chase and Justin Fernandez will make the rounds.

    Dellart, which usually averages about 20 deliveries per day, jumps up to 100 to 150 deliveries every day starting Feb. 13.

    “Within a week we do a month’s worth of business,” Depew said.

    The whole process begins in January right after the Christmas holiday rush. Depew said she reviews the sales that took place the previous Valentine’s Day, looks over hot arrangements provided by FTD — Dellart is an FTD master florist — and begins placing orders for vases and greenery like ferns.

    By the time February arrives, Depew puts in her orders for fresh cut flowers from South America and other warmer climates. Those roses and lilies don’t come until just before he big week and usually arrive just a couple of days after being cut.

    “That’s why we’re more expensive than the big box stores,” Depew said. “Our flowers are fresher.”

    And then there’s the appeal of filling customized orders. Those working in design at Dellart love putting a little touch of themselves in every bouquet.

    “I like to decide what I’d like,” designer Kathy Hernandez said. “I like to two-tone roses. Most male customers just say ‘do what you think is beautiful.’”

    And most of those works of art headed to sweethearts in this area range in price from $50 to $100. The largest gift baskets that combine flowers and chocolates run about $250.

    Once the busy hands of designers have finished their creations, they are shuttled downstairs to the cooler basement of Dellart to await delivery. Walking down the stairwell to the holding area, Depew said, “This is where the elves work.”

    Those “elves” are employees who sort the flower arrangements into different zones to be delivered in the greater Pocatello area. Tables filled with flowers, balloons and other gifts of love are color-coded.

    “The green one is for ISU,” Depew said. “The blue is Pocatello and South Arthur. Pink is Chubbuck.”

    Depew said good organization is critical when it comes time to make deliveries.

    Of course, not all men will have planned ahead.

    “”Every guy is last minute,” Caldwell said with a smile.

    To accommodate the truly tardy romantics, Dellart will stay open until 7 p.m. tonight and even make deliveries through Friday for guys who like to accompany their flowers with an apology.

    And for women who want to give their male partners a bouquet, Dellart has something special called “Too hot to handle.” There are no flowers — only chips, salsa, hot candies, hot cheese puffs and a drink with a hot kick, all in a decorative basket.

    “The way to a man’s heart is always through his stomach,” Depew said.