In the back room at Sweetland Candies in Plainfield Township, employees are wrapping boxes of chocolates in red paper and preparing batches of truffles and other sweet treats in anticipation of the big romance holiday.

Valentine’s Day is around the corner and area candy stores, specialty food shops and chocolate-makers are stocking up for a “significant chocolate holiday,” said John Naum Jr., Sweetland co-owner.

“It’s the craziest, most intense selling period we have in a compressed amount of time,” he said.

Spending is expected to be up this year, according to a recent American Express Spending survey. Most people will drop about $200 on Valentine’s Day this year.

Flowers remain the most popular gift, but rectangular and heart-shaped boxes of chocolates have long been a mid-February staple. Store owners say most of them are bought at — or near — the last minute.

“It’s one of those ‘week-of’ holidays,” said Jennifer Kallil, who co-owns Mary Ann’s Chocolates at 2226 Wealthy St. SE in East Grand Rapids with her husband, Don. “It’s not something people purchase weeks in advance.”

Because Valentine’s Day falls on a Monday this year, it allows time over the weekend to take care of the last-minute shopping, and guys can still grab a box or a bouquet on the way home from work the day of the holiday. Some shops are extending hours on Sunday.

“I expect it to start this weekend and continue through next,” said Amy Ruis, co-owner of Art of the Table specialty food shop at 606 Wealthy St. SE in Grand Rapids.

Ruis emphasizes local products and sells 27 varieties of hand-made chocolates by Patricia Christopher of Grand Haven. She typically keeps about 500 pieces on hand and said they sell quite well year-round at $2.60 apiece.

Christopher will be at Ruis’ store all day on Feb. 12 offering samples of her ganache and caramel chocolates.

“The chocolate is extremely fresh this time of year,” said Anthony Abraham, chocolatier for Mary Ann’s.

Truffles and other goodies are being hand-rolled and shipped right to the company storefront and wholesale customers.

Abraham makes the company chocolates in a 25,000-square-foot kitchen in Grandville and said the business’ featured item is long-stemmed strawberries dipped in milk, white or dark chocolate. They will make 800 to 1,200.

Kenna Wagenvelt, manager in charge of grocery at Martha’s Vineyard Ltd., on Union Avenue NE, ordered about 50 boxes of chocolates and other assorted truffles from Mary Ann’s and about 200 assorted individual truffles from The Catering Company of Grand Rapids. The store will place them in a large display with roses.

Because the sales volume spikes for Valentine’s, production is ramped up in the candy kitchens. Raw materials such as cocoa, sugar, nuts and other essentials are coming in bigger shipments, and staff are working more hours.

Abraham said 70 percent of Mary Ann’s annual sales come from Christmas, Easter and Valentine’s Day.

He estimated about 75 percent of retail customers throughout the year are women. But, in February, the trend flips: About 80 percent to 90 percent of Valentine’s customers are men.

“The guys come out of the woodwork and wait until the last minute,” Abraham said. “It’s going to be interesting to see how busy Saturday and Sunday will be.”

Naum estimated Sweetland gets 500 to 600 customers in the two or three days before Valentine’s, which doesn’t account for its biggest sales volume but easily is its largest customer-count. Scheduling counter staff can be a headache.

Naum said the big three sellers are truffles, caramel pecan turtles and a regional specialty called sea foam, which is a crunchy, sponge-like old-fashioned favorite.

Naum, a third-generation candymaker, said he mostly relies on repeat business and word-of-mouth to bring people into his two Plainfield Avenue NE locations this time of year.

“If they’ve done it before, they tend to come back,” he said.

Customers will often notice familiar faces from standing in line the previous year.

“It’s kind of a reunion thing,” Naum said.

Even smaller operations are experiencing the holiday rush.

Vita Dolce Chocolates sells only through online ordering and is featuring individual “artisan” chocolates embellished with an array of eye-catching designs and colors.

Chocolatier Jessica Stroven estimated a 75 percent sales increase around Valentine’s Day.

“Each piece of chocolate is like a piece of art,” said Stroven, who makes the candies in her home kitchen in Whispering Pines, N.C.

Her business partner, Dana Parent, runs the sales end from Grand Rapids.

Vita Dolce is offering a special discount to fans of its Facebook page and said customers should place orders by Wednesday for guaranteed delivery by Valentine’s Day.