Valentine's Day fever is sure catching up in the city and making the most of the situation are the owners of gift and cards shops, which have mushroomed only recently. And the celebrations are no more restricted to a daring few, for even young boys and girls, and even housewives have joined the bandwagon.

No matter how depressed the market is, the young and the `young at heart', are making a beeline for buying Valentine cards. The sale of cards and gifts put together touched almost Rs four lakh last year, an amount unheard till then. And if shopkeepers are to be believed, the sales are all set to shoot past the last year's figures.

Archies and Feelings, two famous names in the business, have opened two special outlets to cash on the fever. Priced between Rs 15 and Rs 150, the cards have enough variety to offer to woo even the most dispirited souls. The middle-aged, if and when frequented card shops, rarely glanced at the shelves carrying Valentine cards. But no more. For today, cards can also be given to sister, brother, daughter and just about anybody. Parents take as much interest as their wards do.

``Valentine is not only for young gals or guys, it is for everybody, including your sister and mother...anybody with whom you can share your feelings, '' say a group of SPB English Medium Commerce college students, while shopping at Archies.

But cards are not the only commodity in demand. About 20 shops selling flowers have also sprang up in different areas in the last two months. Last year, 50,000 roses were sold during the week leading to February 14. Keeping with the trend, the demand for flowers is also increasing, say shopkeepers. Most customers are girls and women. More than 30,000 roses were already sold by Wednesday, and 10,000 more have been ordered for the D-day.

Moreover, nobody complains even if one has to spend anything between Rs 20 and Rs 25 for three sticks of roses; nearly a seven-fold hike from the normal days. ``They will buy it at any cost, '' says a shopkeeper in Athwa Lines.

Hotel-owners are not far behind. From `Villains Night' at Indoor stadium to `Musical Morning' in South Gujarat University, and musical evenings at leading hotels, they are all there. Michael Jackson Jr, a clone of the real thing, will entertain couples at Lords Park Inn, to lend an interesting touch to the special occasion.