Chocolate-covered strawberries, their Valentine bestseller, are sold at a whopping rate of 15,000 pieces an hour nationwide during period.
"Since ancient times, gustatory experiences with quality foods and rare delicacies have always been linked to pleasure," said Anca Niculescu, boutique manager of La Maison du Chocolat at Rockefeller Center, New York.
La Maison strives to share its Valentine's chocolates in a way that speaks to an "enduring image of romance and love," she said.
As recent research has uncovered, Valentine's Day's traditional "gift from the heart" is also a gift of health for your heart.
Dark chocolate, with its high cocoa content, is one of the richest sources of antioxidants called flavonoids, which are thought to encourage cardiovascular health.
"There are a few studies that indicate that even small amounts of dark chocolate can improve blood flow and reduce blood pressure," Keith-Thomas Ayoob, director of the nutrition clinic at the Albert Einstein College of Medicine in New York City, said.
One such study, published in the Journal of the American Medical Association in 2006, found that after four months of eating 30 calories of dark chocolate a day, adults who were pre-hypertensive saw decreases in blood pressure.
"The changes in blood-pressure readings are small," Connie Diekman, director of university nutrition at Washington University in St. Louis, said of the study, "but small changes can add up to a big difference."
Similarly, the 2006 Zutphen Elderly Study found that cocoa consumption in men older than 65 was associated with lower blood pressure. After following nearly 500 men for 15 years, researchers found that chocolate lovers had lower blood pressure regardless of their diet and family heart-disease history and were half as likely to die from heart disease.
Although it's not entirely clear how cocoa protects the heart, research suggests that it "keeps your bad cholesterol from misbehaving and causing plaque build-up [in the arteries]," Ayoob said.
More recently, a 2009 study published in the Journal of Internal Medicine addressed heart health in general: Researchers found that heart attack survivors can reduce their risk of a second heart attack by eating chocolate several times per week.
So whether you're sharing the bounty of that heart-shaped box with your sweetheart, or easing the blow of a broken heart with a little choco-therapy, you may be on your way to a healthier, happier heart, at least in the biological sense.
With Valentine's Day fast approaching, store shelves are bursting with chocolate confections, but buyer beware, not all chocolates are created equal.
"If you are going to eat chocolate, go dark," neurologist Lyden said.
Milk chocolate tends to be higher in saturated fats and sugar and doesn't have nearly the same level of flavonoids as high-antioxidant dark chocolate, which should be at least 60 percent cocoa by weight.
As far as white chocolate, it's a misnomer: it contains no cocoa and hence none of the antioxidant health benefits of milk or dark chocolate.
And while Valentine's Day may have you polishing off an entire box of chocolate-y goodness, in general, sticking to no more than an ounce of dark chocolate a day is the general rule, unless you want the fat and calorie content of this treat to outweigh its benefits, Ayoob says.