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Valentine's Day makes or breaks the flower industry. What happens if the recession causes lovers to cut back and just exchange greeting cards? Among other businesses, 1 800 Flowers (NASDAQ: FLWS) may have the most important week of its year ruined and investors in the stock may watch it fall and stay down until the next big holiday.
FLWS is already off to $2.31, just above its 52-week low and way off the period high of $9.25.
The 1 800 Flowers troubles says a great deal about the breadth of this recession. A box of roses probably costs about $40, depending on where someone lives and how the rose crop has done recently. That is not a lot of money to spend on a gift, especially one that is probably important. But, if people won't put out that money, what will they buy? The answer is probably almost nothing.
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