Love is in the air, and there's no getting away from the love bug with Valentine's Day just three days especially if all the mush promises to fill up the cash coffers.The most romantic day of the year is almost here where retailers and e-tailers are planning to cash in on the power of love to bring in more revenue.Many in the leisure spending trade are expecting good business throughout the Valentine's Day week next week because this is in a sense first occasion after the demonetisation crisis where leisure spending may experience traction. From cafes to night clubs, from florists to eateries, everybody has spread out lavish offers to cash in on the power of love.For weeks after demonetisation on November 8, there was a cash crisis in the market. Even those who were equipped to use the cashless means of transaction went slow due to a "negative sentiment".But things are looking up, says Nitish Saraf of Tipsy Bull on Burdwan Road "The situation has improved and people are willing to spend. We are hoping that the flood gates open on Valentine's Day," said Saraf who has designed a special menu for V-Day along with some groovy music by DJ Harish. There will be a 15 per cent discount for those who were born in the month of February.If hotels are offering special discounts for overnight stays, mobile companies are proposing attractive prices for combo offers. Online stores are conducting sales.Even when saying it with flowers, people are planning to do it in style. "Orchids are the big favourites this year," said Gagan Chand of Petals in New Market. "We have also received orders to decorate rooms at private residences."The Bridge at Floatel has slashed its buffet prices to Rs 899 for V Day while Afraa Lounge in City Centre is hosting a Valentine's Day carnival.At Archies in New Market and Kankurgachi, big discounts are the bait for young buyers and small spenders. 'Stuffed toys, junk jewellery, greeting cards and other accessories are in good demand,' said an official.The nature of Valentine's Day has changed over the years that has contributed it to becoming such a big event in the commerce calendar. The day has been marketed in such a way that it is not only for lovers and couples anymore, say marketing experts."Emotion is the key," says marketing consultant Sandip Bhagat. 'Emotional needs drive the market, especially during Valentine's Day. This is the reason behind the Valentine's Day market growing so big In India. In Kolkata I have seen children giving Valentine's Day gift to parents and grandparents and vice versa. This shows the occasion has becomes more Indianised and the market is growing," said Bhagat.

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