By ANNA GILGOFF

Special to The Press

Just when everyone needs it the most, here comes Valentine’s Day with chocolates galore, a perfect indulgence to give or receive, and what many believe epitomizes love and affection.

Chocolate concoctions line counters and shelves tempting shoppers looking for that special gift.

It’s all hands-on-deck and then some at The Shoppes Premise Maid, Breinigsville, this time of year, according to Joe Damiano, family member and an owner of the popular shop.

“When you think about Valentine’s Day, you automatically think of chocolate,” Damiano said. “It’s one of those things that is actually synonymous with Valentine’s Day, so chocolate is a great item to give as a gift.”

The variety of chocolates is almost endless.

“Our No. 1 best seller is our peanut supreme, a peanut butter center coated in milk or dark chocolate that comes prepackaged or can be gift wrapped in heart shaped boxes,” Damiano said.

Strawberries dipped in chocolate are another favorite this time of year.

“[Because] chocolate covered strawberries are only good for one day, we coat them that morning, but we’re actually taking orders right now,” he said two weeks before the holiday.

Premise Maid is a little village.

“We have a little bit of everything that will please anybody,” he said.

“We have a family orientated atmosphere with music playing that many people recognize. Our customers range anywhere from late teens to senior citizens.”

Frances Damiano, matriarch at Premise Maid Candies said her husband, William, started the business.

“Now, my family is all here which is great,” she said proudly.

Retired teacher Donna Hirsch has worked at Premise Maid Candies for the last nine years.

“It’s such a pleasant place to work with much less pressure than school,” Hirsch said.

She said everyone is more than ready to help customers for the holiday.

“Valentine’s Day is the biggest sales day at Premise Maid Candies.

“Just because the whole holiday is crammed into three to four days, starting around Feb. 10,” Damiano said. “Valentine’s Day is a very last-minute holiday.”

Business has also been brisk at Josh Early Candies.

“Right now, mostly grandparents are coming in but as we get closer to the holiday our customers will be primarily men,” said Barry Dobil, owner.

“Valentine’s Day is on a Monday this year so we’re anticipating increased traffic starting on the Friday before and all through the weekend.’

Originally founded in Reading a century ago, Josh Early Candies is a fifth-generation family business with locations in both Allentown and Bethlehem.

Jean Calpas has been working at Josh Early Candies for a decade.

“I love working here,” she said. “They make the customers and all of us feel like family. They’re just amazing.”

The shop offers irresistible morsels for every taste.

“Our sea salt caramels are very popular,” Dobil said. “We have four different varieties that you can get them specially packed or purchase our pre-packed caramels.

“Valentine themed nonpareils in milk and dark chocolate are also very popular.

“They come in pink, white and red and customers can have them specially packed or purchase them pre-packed as well.”

Dobil did not want to leave out chocolate covered strawberries in milk and dark chocolate available over Valentine’s Day weekend.

He said a lot of men and last-minute shoppers will rush the store on Feb. 14.

Heart-shaped boxes dominate in sizes from 4 ounces to 7 pounds.

“We’ve already had people put engagement rings in the 7-pound boxes,” he said.

Why is chocolate so popular for Valentine’s Day?

“I would imagine because it stimulates the senses,” he said. “It’s a very enjoyable experience whether it is for gift giving or sharing. It’s such a nice way to show you care about someone.”

Chocolate has been tempting folks for centuries.

According to Smithsonian Magazine, the Aztecs valued cacao beans as much as they valued gold.

By the 1600s, Europeans began to develop a taste for cocoa, which some believed had curative powers and could help ward off some illnesses.

In more modern times, familiar names such as Richard Cadbury, Milton Hershey and Russell Stover accelerated the evolution of chocolate, elevating it to one of life’s most delicious vices and a sign of love and affection.