Valentine S Day

Valentine's Day celebrations will probably be less fancy this year as a global recession spurs consumers to cut spending on their loved ones. U.S. consumers plan to spend an average of $102.50 on Valentine's Day items, 17% less than last year's $122.98, according to a survey by the National Retail Federation and BIGresearch. Total spending will reach $14.7 billion, they said. Consumers will buy less jewelry and send more greeting cards, according to the survey. More than a third of people will buy flowers, about the same as last year.

Today, Steam Salon throws its first-ever Love Souk, a bazaar devoted to prepping and preening for V-Day. Steam's team of stylists will be doling out easy hair and makeup tips, along with $15 10-minute massages, $10 mini-manicures and love readings. You can also prune your to-do list by preordering a bouquet from Floracopia and a box of chocolate heart-shaped cookies from Cake Monkey Bakery. Then comb the racks for a chic, affordable look for a night out or in.

Cupid is feeling thrifty this year, so retailers are showing the love this Valentine's Day with lower prices and discounted specials. The average consumer will spend $102.50 to celebrate the day, down 20 bucks from last year, according to a National Retail Federation survey. Total spending for Valentine's Day, which falls on Saturday, is expected to total about $14.7 billion.

A card, chocolate and roses, an affectionate evening with your sweetheart -- what's not to like about Valentine's Day? Plenty, if you're one of the extremist groups in India that see in Cupid's pointed arrow a lance aimed at the heart of Indian culture.

We know there are people who can help you sort through your love woes and your chocolate addictions, but we in Business specialize in money and finance, so we're devoting the Sunday before Valentine's Day to helping you straighten out the financial end of romance. We'll answer your questions -- provided you supply them -- about money etiquette for Valentine's Day, financial matters in relationships, how to deal with Valentine's Day at work and anything else you can dream up having to do with love and money.

What better way to celebrate Valentine's Day than with a romantic movie? And there's certainly no lack of choices this weekend. The American Cinematheque is embracing its inner romantic with its Valentine Films for Lovers festival at the Egyptian and Aero theaters. On tap for Friday at the Egyptian is Franco Zeffirelli's 1968 "Romeo and Juliet," which features a brief love scene between then teen-dream stars Leonard Whiting and Olivia Hussey. Two hip Baz Luhrmann tragic romances are set for Saturday: 2001's "Moulin Rouge!"

Amid all the cards, flowers, candy, teddy bears and romantic comedies this time of year, Rachel Resnick has a warning. "Valentine's Day is pure toxicity," the L.A.-based author says. "Like this is news. Cupid is so a pusher! Yes. Those chubby cheeks, you know he's packing the love potion in there, ready to sling poison arrows, waylay unsuspecting women." In fact, one Valentine's Eve set off the events that led to her writing her recent memoir, "Love Junkie." Resnick says she came home to find her apartment vandalized and her computer destroyed by an ex-boyfriend.

President Obama and his wife, Michelle, had a Valentine's Day dinner at a restaurant in their hometown. The Obamas are spending a long weekend in Chicago with their daughters, Sasha and Malia. The couple left their Hyde Park home for a quiet dinner at Table 52, owned by Oprah Winfrey's former chef.

Re the cupcake tour in your Valentine's Day coverage [Feb. 7]: You missed the best one -- Hotcakes Bakes in L.A. The crumbiest (and I mean that in the very best way) cupcake in town. Cary Gordon Los Angeles -- Note: We've added it, and more spots, to our map at latimes.com/cupcakes.

Senovia Amigon arrived at the Boyle Heights street corner at 3 a.m. Valentine's Day to stake out her turf. After eight years peddling romantic trinkets near the auto body shops and menudo stands at 4th and Soto streets, Amigon wasn't about to let anyone crowd her customary spot. "If someone comes," she said in Spanish, "you kick them out." At the prime corner location, early arrival could mean the difference between a modest windfall and bunches of wilting, leftover flowers.