The cards, candy, flowers and dinners purchased on Valentine’s Day, the traditional lovers’ holiday, not only benefit the sweethearts who receive them, but the local businesses who sell them.

“This is our busiest week,” said Diane Riedemann, manager of Coe’s “Campus” Flowers, 303 Welch Ave.

Molly Wong, assistant manager at Flowerama, 104 Lincoln Way, said her business was also picking up because of the holiday.

“Since Valentine’s Day fell on a weekday this year, a lot of people request flowers to be sent to work on Monday,” she said. “When Valentine’s Day falls on a weekend, the deliveries are more spread out over three days.”

Riedemann said red roses are traditionally the flower of choice on Valentine’s Day, and this year is no exception.

“Red roses are always popular,” Riedemann said. “The spring bouquet is also selling well.”

Both Coe’s and Flowerama employ temporary help during their busiest season.

“We’re bringing in friends and family members. Everyone is working overtime and long hours,” Wong said.

Restaurant managers also foresee a busy night of lovebirds dining out.

Hilary Chapin, service manager at Red Lobster, 1100 Buckeye Ave., said she was staffing as if tonight were a weekend night.

“We’re planning [Monday] to be like a Friday night,” she said.

When Valentine’s Day lands during the week, Red Lobster usually gets heavy traffic, Chapin said.

“We don’t take reservations. It’s first-come, first-serve,” she said.

Those restaurants that do take reservations, however, are filling up fast.

Tracey Schneiter, manager at The Broiler, 6008 W. Lincoln Way, said her staff was still accepting reservations for tonight, but the only time slots available were either 5 p.m. or 9 p.m.

Reservations at Summerfield’s in the Holiday Inn Gateway Center, U.S. Highway 30 and Elwood Drive, were also in high demand by Sunday, restaurant manager Dan Siddell said.