LA CROSSE, Wis. (WKBT) - Each year around Valentine's Day, Linda Zoerb of La Crosse Floral prepares hundreds of flowers for delivery.
And the shop starts preparing for Valentine's day two weeks after Christmas.
Zoerb says it's the busiest time of the year, second only to Mother's Day.
"It's kind of like friends and family week, whenever we come to a holiday. I have some friends that have their sons or daughters or grandchildren help us, people come in that used to work for us."
The shop stays busy all year-round, catering to all sorts of personalities.
Zoerb says Valentine's day is no exception and she's putting an end to the myth that men don't like flowers.
"Men appreciate getting flowers or plants."
Over at La Crosse's north side, the sweetness continues. And it has been since 1921.
Chocolates at the Sweet Shop are made in-house, which means they're sold with a little extra love.
Manager Marty Diersen is making thousands of caramel pecan turtles the day before Valentine's Day.
"There's people waiting to come in before we opened this morning."
But special orders have been placed weeks in advance..
"We're already starting to run out of heart-shaped boxes of certain designs."
And there's a process for the delicious results.
"Take the big flat-bottom kettle, put it on the stove here, and start out with just melting down some butter, some heavy whipping cream and a bunch of other good stuff, and then put it on the mixer."
Once the caramel is cooked, Diersen funnels it individually on the pecans.
So whether it be chocolate or flowers, local business owners know people like to impress each other.
And they're making sure their work doesn't fall short.
The Sweet Shop will be open until 7 p.m. Valentine's Day and La Crosse Floral will be open until 5:30 p.m.
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