Two Billion Reasons to Like Valentine’s Day
Did you know that Americans plan on spending $2 billion on flowers for Valentine’s Day this year?
That’s billion with a B!
According to a new survey commissioned by the National Retail Federation (NRF), this year 35 percent of Americans will buy flowers for their Valentine.
Overall, consumers will spend approximately $18 billion on Valentine’s Day gifts and flowers will make up more than 10 percent of that total. Another $1.7 billion will be spent satisfying their loved one’s sweet tooth with candy.
Even if you are not in the cut flower business, Valentine’s Day is a great day for promoting all flowers — no matter what part of the industry you are in.
On average, U.S. consumers are expected to spend $136.57 on Valentine’s gifts.
Where will consumers buy their Valentine’s Day gifts this year? The NRF reports that consumers plan to shop at department stores (35 percent), discount stores (32 percent), online (27 percent), specialty stores (18 percent), florists (18 percent) and local small businesses (15 percent).
Valentine’s Day and Mother’s Day are the top two flower holidays of the year — great days to take advantage of the PR that is generated by the products. The Society of American Florists estimates that approximately 25 percent of annual cut flower sales can be accounted for on Valentine’s Day. In fact, in 2016 it is estimated that more than 250 million roses were produced for the holiday.
Hurricane Matthew is expected to have an impact on Valentine’s Day flowers this year. Many Florida growers are still recovering from last October’s storm and it is expected to affect the supply/price of some foliage plants, such as leatherleaf, that accompany many cut flower arrangements. To combat this situation, growers, retailers and florists have been working together to come up with new alternatives to some of the traditional offerings.
Are you in the cut flower business? How have your pre-Valentine’s Day orders been? Have you experienced any shortages or price increases this year? What are your top sellers?
Drop me a line at thodson@greatamericanpublish.com and let me know how your Valentine’s Day business is shaping up.
Video Library 
