Love is in the air, and Cherokee County retailers are seeing increased traffic this week as people flock to buy gifts for their sweethearts.

At Brenda’s House of Flowers in Woodstock, the store is filled with thousands of roses.

“Roses are still a standard,” owner Adam Coco said.

With Valentine’s Day on a Thursday this year, Coco said he’s seen more advance orders than usual, but a lot of people will order their flowers today.

“We encourage people to do it before the day before, but the 13th is our biggest day,” he said.

This year, the local florist expects to fill more than 700 orders. Around 500 will be personally delivered to addresses in Cherokee and Cobb counties.

This will be the 40th Valentine’s Day for Brenda’s House of Flowers, and Coco and his father, Frank Coco, are the second owners of the shop.

Bouquets of two dozen roses are one of the shop’s biggest sellers, particularly among men who have been married for 20 years or more.

Long-stemmed Freedom Roses, stargazer lilies, white and red carnations, pink tulips and multi-colored daisies are all in stock for the holiday dedicated to love.

Jewelry, another classic romantic gift, is a popular choice at Three Sisters Gifts and Home Accents, owner Mary Wuestefeld said. The Pandora and Brighton lines are selling well for Valentine’s Day.

While most boyfriends and husbands shopping for Valentine’s Day at the gift boutique gravitate toward the jewelry, Wuestefeld said she sees quite a few parents picking gifts for their children and vice versa.

“I guess instead of giving the kids candy, some parents want to give something that’s not edible,” she said. “A lot of times, grandparents will get things for their grandchildren.”

Toys like the Rainbow Loom have been popular among Valentine’s shoppers this year.

Willow Tree angel figurines are a popular gift among people looking to express a heartfelt, rather than romantic, sentiment.

Wuestefeld expects most men to come pick up gifts for their sweethearts today and Thursday.

“It’s not like Christmas where you’re shopping for multiple people and getting multiple gifts. Valentine’s Day itself should be quite busy. The last-minute shopping is not uncommon.”

Salon and Spa Venéssa in Woodstock is also ready for an influx of last-minute customers looking to pamper their significant others. Gift cards and spa treatment packages are the most popular Valentine’s Day gifts.

The packages and gift cards make shopping easier for men trying to treat their wives or girlfriends, owner Venéssa Lanier said.

“Definitely, giving a spa experience is a great Valentine’s gift. A lot of men think about it as giving their women that time and renewal for themselves, and we’re happy to have them come in,” Lanier said.

At Venéssa, most men purchase a smaller gift for Valentine’s Day than they do for Christmas or Mother’s Day.

“It’s usually just a nice, thoughtful kind of gift. It’s a little ‘I love you,’” Lanier said.