The theme of Daimaru Matsuzakaya's Valentine's Day chocolates for 2013 is "Chocolat de Flore." The store aims to increase sales by 5% year-on-year by expanding its lineup of exclusive products featuring designs and flavors featuring flowers, a beloved gift. The store began selling Valentine's Day chocolates on its website on January 11, 2013, and in stores on January 16. Many exclusive Daimaru Matsuzakaya products are available, including the "Sakura Panda Coffret" (22 pieces for 2,100 yen / 9 pieces for 735 yen), a collaboration between Morozoff and Daimaru Matsuzakaya's popular characters, and the "Goncharov Petit Dessert à la Mode" (10 pieces for 2,520 yen / 2 pieces with a mini bag for 630 yen), a selection of chocolates shaped like ice cream and donuts. Le Cacaotier, which won the top chocolatier award for two consecutive years at the Salon du Chocolat, the world's largest chocolate festival held in Paris, and La Maison Shirokane, designed by illustrator Akira Ebihara, will be making their first appearance.

Unique events are also planned across the country, such as the "Quick Chocolate Party" (January 29th at Daimaru Umeda store) which will offer chocolate samples, the "Sweet Tooth Men Store Visit Event" (February 4th at Daimatsu Shinsaibashi and Umeda stores / February 5th at Daimaru Kobe and Kyoto stores) which will feature organizers of "Sweet Tooth Men," an information site for men who love sweets, and the "Tokyo Station Con in Daimaru Valentine's Day Mission" (February 14th) which will provide a place to meet people.