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Better Off Red

Market to sweethearts, and see green this February.

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This story appears in the February 2006 issue of Entrepreneur. Subscribe »

Even if you don't own a flower or candy shop, February's arrival is good news. According to the National Retail Federation, in 2005, people spent an estimated $13.2 billion buying gifts for their sweethearts for Valentine's Day.

According to Carol Schroeder, author of Specialty Shop Retailing: How to Run Your Own Store, "People are moving away from heart-shaped paperweights and more toward meaningful gifts."

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