Make way for Valentine's Day
Christmas lights may still be twinkling, and New Year’s resolutions have yet to be broken, but it’s not too early to start thinking about Valentine’s Day.
Feb. 14 is the No. 1 occasion of the year for florists and for floral purchases, capturing 30% of all holiday transactions, according to data reported by the Alexandria, Va.-based Society of American Florists.
The love-themed occasion accounts for 28% of holiday dollar sales, second only to the Christmas/Hanukkah period.
Of U.S. consumers planning to celebrate Valentine’s Day, 36% plan to give flowers, and they’ll spend about $2 billion.
Of those who buy flowers for Valentine’s Day, 83% buy roses.
The National Retail Federation estimates that 250 million roses are produced for that special day.
Red is the most popular color followed by white, pink, yellow, mixed colors, lavender, peach and orange.
Plants and mixed flowers, like carnations, lilies and tulips, also are good sellers.
Floral enhancement
Once the core flowers have been selected, arrangements can be enhanced by incorporating the perfect gypsophila — or baby’s breath — says Betty Finkelstein, marketing communications manager for Danziger, an Israel-based flower grower.
“Dividing the gyp world to three different (segments) gives a special touch and feel to the different bouquets,” she says.
Use Million Clouds, a small flower variety, in combination with small roses to create a delicate and romantic bouquet, she says.
Combine Xlence, an extra-large-size flower, with large roses to create an impressive look.
And use My White Cosmic, an especially brilliant white gyp, with dark red roses for a creative look.
Finkelstein also advises taking inspiration from different trends — such as urban, dramatic, royal or romantic — by combining flowers like Scoop scabiosa, with its red and pink shades, with gyp, or accenting a bouquet with Paintball craspedia in its natural yellow color or tinted to fit any color combination.
Gifts galore
Valentine’s Day purchases go beyond flowers, points out Kacie Carswell, marketing manager for Bogart, Ga.-based burton + BURTON, a supplier of balloons, floral supplies and coordinating gifts.
“Today’s consumer expects to see on-trend, social media share-worthy products,” she says.
Gift-givers will turn to attractive containers, innovative balloons and gifts for the loved one in their lives, she says.
Consumers want fun messages, such as “Love You a Latte,” on mugs and other gifts to give to their family and friends.
“Lovable plush items are another gift category that is hugely popular for Valentine’s Day,” she says.
The traditional teddy bear is “timeless and evergreen,” Carswell says, but other new must-have characters include llamas, mermaids and narwhals.
Balloons have become another Valentine’s Day staple.
“Inflated balloons with eye-catching colors and messages are the best grab-and-go and complementary add-on to any gift,” Carswell says.
Large shapes are always impactful and provide a higher perceived value.
“When love is in the air, so is impulse spending,” Carswell adds.
“If there is anything our latest generation has taught us, it is that they will splurge for items they truly crave.”
