Florists and restaurant owners undoubtedly love it when Feb. 14 falls on a Saturday, because it means that the people who celebrate Valentine’s Day are more likely to splurge on a romantic evening. Let’s face it: It’s a lot harder to slide by with a greeting card and a peck on the cheek when the holiday falls on a weekend.

In checking around last week for Valentine’s Day dinner reservations, we learned that we were way behind the curve. We’ll be eating at 5:30 p.m., because it was either that or 9:30 p.m., the normal dinner hour having been booked solid by more forward-thinking romantics.

I have to say that I was a bit surprised that so many people actually plan well in advance for Valentine’s Day.

Even a supermarket where I shop is getting in on the Valentine’s Day dinner angle. An advertisement at the check stand announced that the store’s diner, which ordinarily serves short order and meat loaf, will offer a candlelight dinner on Saturday night. A flower is provided with the price of dinner.

Valentine’s Day is clearly a marketing creation and an opportunity for profit, and we’re happy to play along. However, while we’re spending money to show our affection, I hope we also remember that other gestures, particularly those that take a little time and effort, may send a romantic message more effectively than a purchase.

How’s that for a segue into a recipe?

The white chocolate brownies produced by this easy recipe are rich and chewy, and they’re a perfect token of affection for someone who’s willing to consider alternatives to regular chocolate.

Phil Wilke passed this recipe along to me several years ago; it’s from the “Nantucket Open-house Cookbook” by Sarah Leah Chase.

White Chocolate Brownies

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1 cup (2 sticks) unsalted butter

10 ounces white chocolate, broken into small pieces

1 1/4 cups sugar

4 large eggs

1 tablespoon vanilla extract

2 cups unbleached all-purpose flour

1/2 teaspoon salt

1 cup coarsely chopped pecans

Preheat the oven to 325 degrees. Line an 11-by-9-inch pan with aluminum foil, leaving a little overhang around the edges of the pan, and butter the foil.

Heat the butter and chocolate, stirring frequently, in a large saucepan over low heat, until melted and smooth. Remove from the heat.

Using a wooden spoon, stir the sugar into the melted chocolate, then stir in the eggs and vanilla. (The mixture will look curdled.) Add the flour, salt, and chopped pecans, and quickly stir just until mixed. Pour the batter into the pan.

Bake the brownies from 30 to 35 minutes until the top is lightly golden but the center is still somewhat soft when pressed lightly. Let cool to room temperature.

Refrigerate the brownies at least 3 hours. Using the foil, lift the brownies from the pan. Cut into 20 to 25 squares.