BOSTON (TheStreet) -- Valentine's Day gifts run the gamut, from chocolate to flowers to clothing. While those presents may be good ideas, shares of companies that sell them may not be lovable in February.

February has rewarded shareholders of some Valentine's Day-related companies, like

Hershey

(HSY) - Get Report

and

Coach

(COH)

, as they've posted gains nearly every February for 10 years.

And while flowers and lingerie are popular gifts for Valentine's Day, stocks such as

1-800-Flowers.com

(FLWS) - Get Report

and

Frederick's of Hollywood

(FOH)

haven't been struck by Cupid's arrow.

TheStreet

has compiled 10 consumer discretionary companies with products that may be popular around Valentine's Day, ranked by the average return each stock has during the month of February.

1-800-Flowers.com

(FLWS) - Get Report

Company Profile

: 1-800-Flowers provides a range of products, including fresh-cut flowers, floral arrangements and plants, gifts, popcorn, gourmet foods, cookies, chocolates and wines.

Average February Return (10 Years)

: -6.4%

Valentine's Day Deal

: 1-800-Flowers is knocking 20% off orders for delivery over Valentine's Day weekend.

Analyst Ratings

: TheStreet Ratings has a "sell" rating on 1-800-Flowers, citing "unimpressive growth in net income, weak operating cash flow and generally weak debt management."

Among Wall Street analysts, one firm has a "buy" rating on the stock and three others suggest the investors hold on to shares, according to data compiled by Capital IQ. The average of three analyst price targets is $3.67, representing 30% of potential upside from the current share price of $2.82.

Limited Brands

(LTD)

Company Profile

: Limited operates as a retailer of women's intimate and other apparel, beauty and personal care products, and accessories. Brands include

Bath & Body Works

and

Victoria's Secret

.

Average February Return (10 Years)

: -3.4%

Valentine's Day Deal

: Victoria's Secret is offering Internet shoppers free second-day express delivery on orders of $125 or more. In addition, the company is giving a flat $15 off orders of $100 or more. Visitors to the Victoria's Secret Web site are also invited to create a Victoria's Secret Valentine, which enters participants in a raffle for a Napa Valley getaway.

Analyst Ratings

: Despite the weak performance of the stock in February of years past, TheStreet Ratings has a "buy" rating on Limited and $38.60 price target on the stock. While noting the company has had "generally poor debt management," TheStreet Ratings highlights Limited's "revenue growth, notable return on equity, solid stock price performance, impressive record of earnings per share growth and compelling growth in net income."

Among other analyst recommendations, Limited garners four "buy" ratings, six "outperform" ratings, and 10 "hold" recommendations from Wall Street firms, according to data compiled by Capital IQ. One other research firm has an "underperform" rating on the stock. The average of 17 analyst price targets is $35.06, representing 8.1% of potential upside from the current share price of $32.43.

Ruth's Hospitality Group

(RUTH) - Get Report

Company Profile

: Ruth's Hospitality Group operates restaurants in the U.S. and internationally, including

Ruth's Chris Steakhouse

.

Average February Return (10 Years)

: -2.8%

Valentine's Day Deal

: In a call to Valentine's Day restaurant goers, Ruth's Chris Steakhouse locations are offering a combination dinner of filet mignon and lobster for $44.95 per person, which is the equivalent of 9 shares of Ruth's Hospitality Group's stock.

Analyst Ratings

: TheStreet Ratings has a "hold" rating on Ruth's Hospitality Group, saying there is "little evidence to justify the expectation of either a positive or negative performance for this stock relative to most other stocks."

Nine other researchers follow Ruth's, with three rating the stock a "buy" and two others rating it as "outperform," according to data compiled by Capital IQ. Two analysts recommend holding shares and one firm has a "sell" rating on the stock. The average of five analyst price targets is $6, representing 23% of potential upside from the current share price of $4.85.

Build-A-Bear Workshop

(BBW) - Get Report

Company Profile

: Build-A-Bear Workshop operates as a specialty retailer of plush animals and related products. The company's merchandise includes various styles of animals to be stuffed, as well as clothing, shoes, and accessories for the stuffed animals.

Average February Return (10 Years)

: -2.4%

Valentine's Day Deal

: Online shoppers are offered a discount of $10 to $30 on Internet orders at Build-A-Bear Workshop, depending on their order total.

Analyst Ratings

: TheStreet Ratings has a "hold" rating on Build-A-Bear, saying there is "little evidence to justify the expectation of either a positive or negative performance for this stock relative to most other stocks."

Two other analysts have a "buy" rating on the stock, two have a "hold" rating, and one firm ranks it with as "outperform," according to data compiled by Capital IQ. The average of four analyst price targets is $9.88, representing 23% of potential upside from the current share price of $8.02.

Tiffany

(TIF) - Get Report

Company Profile

: Tiffany sells fine jewelry. Its jewelry products include gemstone jewelry, gemstone band rings, diamond rings, wedding bands for brides and grooms, non-gemstone, gold or platinum jewelry, and sterling silver jewelry.

Average February Return (10 Years)

: -1.4%

Valentine's Day Deal

: Tiffany offers Valentine Day's gifts for him or her, as well as other charms and heart-shaped jewelry. All orders have complimentary shipping if placed before Feb. 12 at 12 p.m. ET.

Analyst Ratings

: TheStreet Ratings has a "buy" rating on Tiffany and a price target of $77.60. While noting that the stock trades at a premium valuation at its current price, strengths such as "revenue growth, impressive record of earnings per share growth, compelling growth in net income, expanding profit margins and solid stock price performance" outweigh that risk.

Tiffany garners lots of coverage from Wall Street, with 23 analysts following the stock. Seven firms say investors should buy the stock, while another seven have a "hold" rating on shares, according to data compiled by Capital IQ. Five others have an "outperform" rating on Tiffany, two have an "underperform" ranking, one analyst has a "sell" rating and one other has no opinion on the stock. The average of 18 analyst price targets is $64.14, representing only 1.5% of potential upside from the current share price of $63.13.

Frederick's of Hollywood

(FOH)

Company Profile

: Frederick's of Hollywood sells women's intimate apparel and related products, including bras, corsets, shape wear, panties, lingerie, dresses and sportswear.

Average February Return (10 Years)

: -1.2%

Valentine's Day Deal

: The lingerie maker is offering 20% select styles marked with a "Be Mine" logo on their Web site. Orders of $95 or more after the 20% discount is applied qualify for complimentary shipping.

Analyst Ratings

: TheStreet Ratings does not cover Frederick's of Hollywood. No Wall Street firm has coverage of the company, according to Capital IQ. The current share price is 80 cents, and penny stocks rarely receive coverage from analysts.

Zale

(ZLC)

Company Profile

: Zale is a specialty retailer of fine jewelry.

Average February Return (10 Years)

: -0.4%

Valentine's Day Deal

: Zale is guaranteeing Valentine's Day delivery off in-stock items purchased by Feb. 12 at 1 p.m. ET. As part of the jewelry retailer's Valentine's Day sale, some items are marked down by as much as 60%.

Analyst Ratings

: TheStreet Ratings has a "sell" rating on the jewelry retailer, citing "unimpressive growth in net income, generally weak debt management and disappointing return on equity."

Only three analysts cover Zale, according to data compiled by Capital IQ, with two recommending investors hold on to shares and one rating the stock as "underperform." The average of two analyst price targets is $3.38, representing 26% of potential downside from the current share price of $4.62.

Coach

(COH)

Company Profile

: Coach designs and sells accessories and gifts for men and women.

Average February Return (10 Years)

: 0.8%

Valentine's Day Deal

: Coach is offering Internet shoppers free overnight shipping on orders of $75 and over, as long as orders are placed by Feb. 11 at 12 p.m. ET.

Analyst Ratings

: TheStreet Ratings has a "buy" rating on Coach with a price target of $70.88. "Although no company is perfect, currently we do not see any significant weaknesses which are likely to detract from the generally positive outlook," TheStreet Ratings wrote in the Jan. 30 research report.

Twenty four analysts follow Coach, according to data compiled by Capital IQ. Nine analysts have a "buy" rating on the stock, seven rank it as "outperform," and another seven say investors should hold onto shares. One lone analyst has no opinion on the stock. The average of 20 analyst price targets is $60, representing only 4% of potential upside from the current share price of $57.48.

Darden Restaurants

(DRI) - Get Report

Company Profile

: Darden Restaurants owns and operates full-service restaurants primarily in the U.S. and Canada. Brands include

Red Lobster

,

Olive Garden

,

LongHorn Steakhouse

, and

The Capital Grille

, among others.

Average February Return (10 Years)

: 1%

Valentine's Day Deal

: Curiously, none of the Darden Restaurants brands are promoting Valentine's Day deals on their respective Web sites.

Analyst Ratings

: TheStreet Ratings has a "buy" on Darden Restaurants with a price target of $60.30, calling attention the company's strength in "revenue growth, notable return on equity, reasonable valuation levels, solid stock price performance and growth in earnings per share."

Fourteen analysts have a "buy" rating on Darden, with nine others rating the stock as "outperform" and another nine suggesting that investors hold onto their stake, according to data compiled by Capital IQ. The average of 26 analyst price targets is $54.96, representing 12% of potential upside from the current share price of $48.99.

Hershey

(HSY) - Get Report

Company Profile

: Hershey makes, sells and distributes various chocolate and confectionery products, pantry items, and gum and mint refreshment products worldwide.

Average February Return (10 Years)

: 2.3%

Valentine's Day Deal

: Hershey's seasonal offerings for Valentine's Day include a Miniatures heart box, milk chocolate hearts, and a chocolate covered marshmallow heart, among other confectionary gifts.

Analyst Ratings

: TheStreet Ratings has a "buy" on Hershey with a price target of $62.78, noting the company's "growth in earnings per share, revenue growth, expanding profit margins, solid stock price performance and increase in net income."

Of the 17 analysts following Hershey, three say investors should buy the stock and two have an "outperform" rating. Eleven firms have a "hold" rating, while one analyst has an "underperform" ranking on the stock, according to data compiled by Capital IQ. The average of 13 analyst price targets is $51.62, representing 4% of potential upside from the current share price of $49.61.

-- Written by Robert Holmes in Boston

.

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.

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