A pandemic-related boom, driven by people beautifying their living spaces while stuck at home, has tapered slightly. But industry experts say a new-found emphasis on self-care continues to boost demand, while the upcoming Valentine’s Day promises its usual bump in sales.
“It’s already busy,” Sherry Sanbo, owner of Golden State Floral, a wholesale florist in West Sacramento, said last week. “Right now, we’re trying to buy the product to fill our orders.” Inside her warehouse, clusters of flowers moved down conveyer belts as workers trimmed leaves, stacked boxes, and stuffed bouquets.
Across the sector, Valentine’s Day typically trails only Mother’s Day in volume of flowers sold and is often the highest revenue event of the year. “We’re expecting a good, strong holiday,” said Steve Dionne, executive director of the California Association of Flower Growers and Shippers, or CalFlowers. “You can feel the rate of orders coming in now compared to prior years.”
Several factors point to a favorable February 14 for flower producers. The day of the week the holiday falls on “has a huge impact on demand,” Dionne said. “If it’s a Saturday holiday, a lot of potential floral consumers may instead opt for dinner and a movie. This year, it lands on a Tuesday, which is one of those perfect days.” That alone, he said, can boost sales by 15%.
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