Costa Rica has been eager to adopt some of the so-called Hallmark (or commercial) holidays created in the United States; a good example in this regard is Black Friday, a shopping extravaganza that our country has expanded into Black November. Such has not really the case with Valentine’s Day, which is mostly known as día del amor y la amistad (Love and Friendship Day).

Whereas retail activity in the U.S. picks up significantly for Valentine’s Day in terms of personal gifts such as jewelry, intimate apparel, perfume, confectionery, etc., gifts in Costa Rica are usually limited to plush toys, balloons, and flowers. As reported by journalist Karla Barquero of online news daily CRHoy.com, retail sales during Valentine’s Day in Costa Rica this year have been lackluster.

Retailers in San Jose complain that shoppers in Costa Rica are losing interest in purchasing special gifts for their significant others. Most people wait until Valentine’s Day in the afternoon to pick up a single red rose, a balloon or a plush toy. In the past, chocolates and other candies as well as elaborate flower arrangements, jewelry, clothing, and fragrances were popular items during Valentine’s Day, but that seems to no longer be the case.

Many flower shops have given up on sales of single red roses because this is a market that has been largely taken over by street sellers. These informal retailers have their own complaints about Valentine’s Day: shoppers expect prices that were last seen years ago. For example, single red roses typically sell for 2,000 colones (almost $4) these days, but most shoppers try to bargain this price down to 1,000 colones (about $2), which had been the average price since 2010.

Quite a few retailers think that the romantic aspect of Valentine’s Day has been diminishing in Costa Rica over the years. One street seller interviewed by CRHoy.com explained that she has given up on selling roses and is now focusing on balloons and plush toys instead. According to this street merchant, most of her clients do not purchase these items for their spouses or sweethearts; they get them for their children.