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BEIJING, Feb. 14 -- It's enough to give Cupid the blues.

Valentine's Day, which falls today, is heading for a washout in China as the nation's romantics continue to enjoy the Lunar New Year holidays.

The imported Western day-long celebration for making secret advances to a sweetheart is failing to pull the nation's heart strings this time.

Timing so important in love is to blame for Valentine's dumping. The day falls slap-bang in the middle of the most important celebration in the Chinese calender.

Flower sellers appear to be suffering most with sales wilting.

"The atmosphere for Valentine's Day is not as good as in previous year's," said Xiang Yang, who owns a small florist in Beijing.

"The two festivals are too close to each other. People are still busy with Lunar New Year to be bothered with Valentine's," complained Xiang. "Many people are still in their home towns or overseas."

Xiang reduced the price of a single red rose to a bargain 5 yuan (US$0.60) yesterday. Last year, the ultimate symbol of love cost five times as much.

Chocolate, another traditional Valentine's gift, is faring better, with some preferring to use something silky, sweet and smooth to woe their heart's desire.

"People are becoming more and more pragmatic nowadays," said saleswoman Lu Chunfang, from a supermarket, where a single rose stood at a whopping 15 yuan (US$1.8).

For the vast majority, Eros' deeds were the last thing on their minds as the Lunar New Year Holidays draw to a close.

"I am worrying about how to buy a ticket for the train home to Beijing," lamented a forlorn Ouyang Bo, a civil servant, who has been visiting family in Central China's Jiangxi Province. She said she will send her love by telephone to her boyfriend in Beijing.

For millions 70 per cent of Chinese in the countryside, the mention of Valentine's Day draws a shrug of the shoulders.

And for many traditionalists, the thought of paying over the odds for an over-packaged box of chocolates or a simple, red rose incites anger.

Octogenarian Guo Jingli was left fuming after his granddaughter bought him a bunch of flowers for him to give to his wife. "It is a waste of money," said Guo.