The floral industry’s most prominent holiday is just around the corner. Soon enough, sweethearts across the map will be skipping into flower shops with a bouquet in mind for that special someone. Perhaps it’s a classic approach with a dozen red roses, or maybe they’ll opt for a less traditional arrangement that speaks to their love’s personality—what’s certain is just how busy Valentine’s Day can be for the floral industry on all levels. In fact, wholesalers and retailers often start planning months in advance to make sure all is in order for this worldwide celebration of love!

From the source:

Flower farmers begin their preparations months in advance, planting blocks of the most sought-after Valentine’s Day flowers. Closer to the holiday, our Rio greenhouse teams prepare to pick, bunch, and sleeve those flowers, while other team members manage the logistics of shipping and transportation. It takes a lot of organization, communication, and teamwork to ensure the process functions as smoothly as possible!

Connecting the dots:

Wholesalers are a crucial part of the Valentine’s Day planning process, working to connect farmers with retail florists. For such a hectic holiday, it is essential to communicate with retailers and pre-book floral inventory ahead of time. That way, wholesalers can be sure to order enough product.

A helpful way to make sure you have enough inventory is to examine trends and sales from previous years. This includes checking your hardware supply stock and keeping your design room full of wicker baskets and vases in a variety of shapes, sizes, and colors. Make it easy on your delivery team by clearing extra space for their orders. And during such a hectic time, it always helps to keep a positive attitude and excellent customer service!

The final stop:

As the public facing part of the floral industry, florists deal directly with consumers via storefronts or over the phone and online. In addition to decorating the store for the holiday and upgrading websites, florists might consider hiring and training seasonal staff to help with the increased deliveries, web orders, and flower preparation. It is crucial for florists to take as many Valentine’s Day pre-orders as possible, so the store has time to communicate with wholesalers about expected needs. And don’t forget to calculate all those day-of purchases— even the best among us might forget and need that last-minute bouquet for our sweetheart! No matter where in the floral chain you find yourself, Valentine’s Day means more work—and more profits—for all. Keep it smooth and simple by leaving plenty of time for preparation, and don’t forget to support your team members during this busy time!