give your sweetheart for Valentine’s Day? You may avoid heartbreak by turning to America’s most popular romance guide. You’ll find thousandsof ideas, listed from A to Z. Everything from candy and flowers, to palm readings, hot air balloon rides, flying lessons, jewelry, romantic videos, singing telegramsandexotic vacations. It’s the Yellow Pages. “Traditionally, flowers are the top choice for men,” says Larry Small, vice president of research for the Yellow Pages Publishers Association. “Women are more likely to buy candy.” If you use your imagination— and your Yellow Pages—Small says you'll find your way to almost gifts to their pets. Small says more shoppers also turn to the Internet Yellow Pages to find Valentine’s gifts. “Almost one-fourth of men buying lingerie say they'll buy on-line. It’s conve- anyone’s heart. nient and helps take away some of spot? Simply e-mail a photo to Le vey, 17 percent of single men pre- can be immortalized in chocolate frosting. “Most of our new business comes from the Yellow Pages,” says John Spots, ownerof the 20- What if your cooking skills aren’t up-to-snuff? “Order take-out ahead from your favorite restaurant,” suggests Small. “Serve it on your best are women. Whatif you don’t have a special someone on Valentine’s Day? How about a custom-made cake of your first date or honeymoon Bakery Artiste in Denver and you year-old bakery. “And 90 percent “Mentendto wait until the last minute and are shy and conserva- tive. Women shop early and tend to be more outrageous. They like to have fun.” Spots can even make custom cakes for the three percent of shoppers whogive Valentine’s Day the embarrassment.” According to a Yankelovich sur- fer an intimate home-cooked meal for Valentine’s Day. china andit’ll be your secret.” Look under dating services or counselors, Small says. “The phone book doesn’t have much of a plot,” he admits. “But for Valentine’s Day gift-giving, you'll almost always have a happy ending.”
