LAHORE - Valentine's Day is always an eagerly awaited festivity. The Lahorites, today are all set to enjoy the festival with zeal and love, which falls on every February 14. Preparations for the festival were in full swing on Friday as a large number of people, especially the youngsters in the provincial metropolis had been making necessary arrangements to celebrate the event. They were seen thronging the gift shops, shopping malls and flower shops to buy flowers, greeting cards, gifts, chocolates and apparels for their 'valentine'. The day has also brought prolific business for the floristsand flower sellers as an extraordinary rush is being witnessed at the flower and gift shops. The shopkeepers have offered attractive discounts for the festival lovers with arranging huge stocks of variety of gifts and greeting cards. Especially, the sale and purchase of 'heart-shaped valentine cards' remained at the highest. Booksellers and stationary shops are offering special discounts of 20-30 per cent on books and gift items to attract and encourage the customers. The cellular companies have also offered special packages for their consumers for making phone calls and sending love soaked short text messages. A large number of fast food outlets, restaurants and cafTs especially situated in posh areas of the City have also made especial arrangements for the youngsters or couples.