NORWICH – With the annual celebration of love only a day away, affectionate philanthropists and vendors trafficking tokens of endearment are gearing up to douse significant others with showers of romanticism.

For shop owners who cater to the traditional needs of Valentine’s Day participants, the holiday represents a mad dash for their products.

“It’s the busiest single day of the year,” said Rick Williams, owner of Pires Flower Shop, who added the biggest seller on Valentine’s Day are red roses in a tall vase. “Last Valentine’s Day, we did around 400 deliveries within a 50-mile radius of Norwich.”

In addition to the traditional long stemmed rose, Pires provides customers with a wide variety of other choices, from $30 arrangements to extravagant floral ensembles costing as high as $300 for those who decide to go all out for the holiday of love – or who have a thing or two they need to make amends for.

Walk-in costumers, however, make up the majority of Pires’ floral shoppers during the holiday. People should have no trouble getting their flowers for Thursday though, said Williams, and Pires will be open from 8 a.m. to 8 p.m. all week. Nevertheless, Williams recommended placing an order as soon as possible to avoid the possibility of coming up empty handed this Valentine’s Day, an inexcusable embarrassment for even the most prolific Casanova.

“Roses are the most important flower for Valentine’s Day, but some people do like to get mixed bouquets,” said Francis Maiurano, who inherited Maiurano & Son Greenhouse from his father and has now passed it along to his daughter, Ginny Allen-Davis. Founded in 1930, Maiurano & Son has a long standing tradition of providing Romeos with elegantly designed floral temptations.