OGDEN -- Some have planned ahead, making dinner reservations, ordering flowers and picking out the right present.
However, millions of men will come to the realization Friday morning that it is Valentine's Day and the mad rush to get something for their special lady begins. But no worries, retailers and service providers are ready for them.
"The men usually come in frazzled or terrified," said Hailey Zeneger, owner of the Queen Bee in Ogden.
The Queen Bee sells a lot of that Valentine's Day mainstay, chocolate, and other gifts such as cards, jewelry and scarves.
"We have the largest selection of chocolates in Utah and most of it leaves our store on Valentine's Day," Zeneger said.
She tries to make shopping for Valentine's Day easier.
"They all have the same need, a little guidance to get things just right," Zeneger said. "We try to take the pressure off of the customer. We know there can be a lot of pressure."
She plans to stay open late on Valentine's Day, and will offer special items such as chocolate-covered strawberries and perhaps a few extras such as free chocolates with a minimum purchase.
After about 25 years in the jewelry business, Michael Ash, assistant manager at Farr's Jewelry in Ogden, is also ready for today's rush.
"Valentine's Day and Mother's Day usually get busier as it gets closer," Ash said. "These are guys buying stuff and guys are last-minute shoppers.
"Guys come in with looks of anxiety/trepidation on their faces. We take into account for it."
During this time, the store sells a lot of earrings, Pandora beads and roses dipped in 24 Karat gold
"It's a day of romance -- that's what it's all about," Ash said. "It's not a day to buy a toaster or something practical. Jewelry: It's about symbolism."
Tina Wright, a salesperson at Jimmy's Flowers in Ogden, said the store started taking orders more than a week ago, but they began flooding in on Tuesday. The shop plans to continue to take orders through about noon Friday.
"We do very well this holiday," Wright said. "We've been very busy all week."
Floral designers worked late all week to meet demand, also preparing plenty of standard bouquets, especially dozens of long-stem roses, for quick pickup.
Tony Chen, owner and executive chef for Tona Restaurant in Ogden, expects it to be a busy day, with all of the reservations the sushi restaurant took.
"We've been getting calls since a week ago, even up to two weeks ago," Chen said. "We've been full for the last couple of days now."
For those who forgot to make a reservation, Chen said he has them covered, though there might be a wait.
"We are not solely taking reservations," Chen said, "we set aside tables for walk-ins."
To make the dining experience a little extra special, last year, the restaurant gave out chocolates and gift sets for couples.
Chen said the staff is still working on something for this year.
"We are so overwhelmed right now," Chen said. "It's getting pretty close."
However, Valentine's Day is not only about food and presents.
For almost 30 years, Jayne Vandersteen, owner of Jack-n-Jill's in Ogden, has been helping with the romantic side.
"It's the best holiday in the whole year for us," Vandersteen said. "Love makes the world go round."
This time of year, lingerie is the big item, such as bustiers, stockings and garter belts.
She has watched many a flustered man pick out a sexy outfit for his special someone.
"They are usually wrong and the women come in and bring it back," Vandersteen said, explaining that many guess sizes too small.
To avoid problems, the best thing to do it to ask, Vandersteen said. It will not ruin the surprise to quiz for clothing and bust size in advance.
"She know she's going to get something," Vandersteen said, "so she won't be upset when she gets it."
For those who do not want to gamble with styles and sizes, Vandersteen recommends customers choose from a selection of lotions, massage oils and bath salts, as well as the selection of adult toys.
Like the other retailers, Vandersteen is ready for today's last-minute rush.
"It's going to be crazy."
Contact reporter Jesus Lopez Jr. at 801-625-4239 or firstname.lastname@example.org. Follow him on Twitter at @jesuslopezSE.