Love Inc.

Whether you are a hopeless romantic who gets swept up in the emotions of the day or think Valentine’s Day is just a crass commercial money grab, there is no denying that people are opening their wallets as well as their hearts. Nationally, consumers will spend close to $192 to celebrate their Valentine this year, according to Drive Research, up from $175 in 2022.

And many businesses are vying for their share of the love economy, but it takes customizable experiences and unique takes on tried and true gifts to get consumers to show their love…and credit cards.

Romantic Getaways
Some couples are looking for a romantic getaway, and NH has plenty of options. So what does it take to stand out from the crowd?

That was the question posed by the leadership team at the recently renovated hotel in Jackson, The Wentworth. The historic 61-room inn, nestled in the White Mountains, completed a $4 million renovation in 2023 and features two dining venues, 20 spa suites with private outdoor hot tubs, an outdoor heated pool, spa services and more. It even has a romantic backstory. “This hotel was built on a love story. It was an engagement gift,” says Henry Sirois, general manager of
The Wentworth.

The Whirlwind Romance package from Wentworth featuring spa suites. (Courtsey of Maxine Cadman Photography)

So, The Wentworth should be a magnet for couples looking for a romantic weekend. The challenge is other hotels and inns in the region are also vying for that business, not to mention the plethora of vacation homes for rent. “It’s very popular for couples from Massachusetts to take a weekend escape to this area,” Sirois says.

To stand out, The Wentworth introduced a romance concierge service in October that guests booking the “Whirlwind Romance” package can text to help them better enjoy the local amenities and natural beauty of the area, Sirois says. “We are trying to make it easy to plan your two-day escape,” he says.

The Whirlwind Romance package features a two-night stay in the inn’s newly remodeled Spa Suites featuring an outdoor hot tub. Starting at $879, the package includes text messaging access to the inn’s Romance Hotline, a chilled bottle of prosecco and assorted local chocolates in-room, one four-course dinner for two at the hotel’s restaurant, hot breakfast for two with mimosas daily, late check-out (1 p.m.) and “hot tub turndown service,” which takes care of all the set-up from lighting and bathrobes to tub-side sparkling water.

Through the concierge hotline, guests can text “LOVE” to begin customizing their getaway by choosing from a menu of add-ons such as couple massages, guided hikes, in-room flower deliveries, seasonal horse drawn carriages, a helicopter ride over the White Mountains and more.

“I’ve had a guest tell me he is ‘as romantic as a wet noodle, you need to help me plan something romantic for my wife,’” Sirois says. “Guests want you to tell them what they should be doing and not have to dig for it themselves.” Sirois says the service has proven popular.

Church Landing at Mill Falls. (Courtesy of Mill Falls)

Mill Falls at the Lake in Meredith is also courting lovers by promoting its Romance at the Lake package throughout the month of February. The package includes an array of chilled champagne, chocolates and facials at the inn’s spa. A popular feature at the hotel is an adult-only indoor swimming pool, says General Manager Barbara Beckwith. Mill Falls at the Lake also markets the winter amenities offered by the Lakes Region. “If the weather cooperates, there are a lot of winter activities including ice skating, snowshoeing and tobogganing,” she says.

Mill Falls also has its own marketplace for people to stroll, shop and dine. “The town of Meredith is a quaint place and a great getaway for couples to enjoy,” Beckwith says. 

Tradition With a Twist
Of course, you can’t go wrong with the traditional standbys—a romantic dinner, roses and chocolate. But even restaurants, florists and chocolatiers are finding ways to put a spin on these classics to attract bouquets of Valentine’s dollars.

Valentine’s Day is one of the busiest days for most restaurants. “It comes in second to Mother’s Day,” says Mark Lipoma, executive chef at The Library Restaurant in Portsmouth. General Manager Michelle Walters says an in-house florist will be designing table baskets on Valentine’s Day for those wishing to have a personalized arrangement. “The baskets, which can be ordered online, will be waiting at the table for a person’s significant other,” Walters says. “Imagine taking your wife out to dinner, and she arrives with a big barrel of flowers and a handwritten note. People love it.”

The Library accommodates marriage proposal requests on Valentine’s Day, such as placing rings in champagne flutes, Walters says. And, of course, Lipoma says the menu will include chocolate dipped strawberries.

Speaking of confections, chocolate is always a popular gift. Loon Chocolate in Manchester is taking orders for its chocolate hearts and strawberries. The three-ounce solid hearts made of dark chocolate include a Valentine’s Day coco butter painting on one side and rose petals on the other side, says co-owner Rachel Mack.

Among the busiest businesses on Valentine’s Day are florists. “We plan a year in advance and market mostly to existing customers,” says Jayne Densmore, owner of Flowers by Leslie in Portsmouth, explaining that customers order ahead of time due to the high volume on Valentine’s Day. “Just about everyone is looking for flowers on Valentine’s Day, and we work hard to make sure everyone gets what they need.”

Densmore says long stem roses on Valentine’s Day remain the best seller. “People also want colorful mixed bouquets of pink and peach,” she says. “We have assorted bouquets that can include hydrangeas, Gerber daisies and tulips.” Densmore says some customers like to go over the top. “One person wanted an all-tropical arrangement, which was very large and cost about $500,” she says. “Another person wanted to send a hundred roses in a large vase.”

This year sending a dozen roses arranged in a vase will cost between $110 and $120, Densmore says, explaining that farms charge more on Valentine’s Day due to the high demand. This often doubles the cost for florists.

Valentine’s Day isn’t just for couples. “We’ve noticed a lot of larger parties dining together on Valentine’s Day, and we find families come out to celebrate together,” says Sean Brown, COO of the Common Man Family of restaurants.

And businesses are accommodating those who don’t want to go out on Valentine’s Day or waited too long for reservations. The Common Man Inn & Spa in Plymouth and The Common Man Inn in Claremont are both offering romance packages February 11-15, “because a lot of people go out a day early or a day late,” Brown says.

Celebrating Valentine’s Day with one’s best girlfriends has become a new popular tradition and has proven to be a hot ticket at Flag Hill Winery in Lee. The winery’s $60-per-person “Galentine’s Day” brunch, which comes complete with a photo booth, favors, a chocolate fountain and bottomless mimosas, sold out immediately after tickets went on sale in early January. The winery added a second date (Galentine’s Day brunch will be held on Feb. 4 and Feb. 11) that also sold out.

“Selling out is a good problem to have,” says Paul Cottrell, wine and spirits sales rep. at Flag Hill, which is also hosting a traditional Valentine’s Day dinner on Feb. 14.  He says the rush on tickets this year is due to early access for the winery’s Case Crew members. Case Crew members receive curated cases of wine, free tastings, access to exclusive products and early access to events. “That’s why we sold out so fast,” Cottrell says, adding that 85% of tickets were sold before the public could see them on Eventbrite. “We made the decision to offer a second date because of the high demand and that sold out in three hours as well.”