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2021 Valentine’s Day Flower Industry Report

So much has changed in the floriculture world in the past year, but one thing remains the same – red roses are still the best-selling flowers on Valentine’s Day. According to Dutch wholesaler Hukra, this is true of every country it exports to. However, there have been other changes in the industry, which we have outlined below.

Shipping and Logistics

One thing that changed significantly in 2021 is shipping since this year saw extremely high demand. While this was great for growers, it resulted in shortages around the world as demand surpassed supply. This, combined with challenging logistics, resulted in cancelled flights and delays that left retailers panicked. However, despite delays and cancellations, air cargo companies did their best to see demand met. In fact, Latam Cargo Group reported carrying 7% more flowers in 2021 than in 2020, resulting in more than 13,200 tons being transported.


In the U.S. alone, Valentine’s Day brought in a total of nearly $28 billion in 2020. However, in 2021, this was approximated to fall to $22 billion. Of this, the flower industry reached a high of $2.3 billion in 2020 and was expected to fall to $2 billion in 2021.

A pre-Valentine’s Day survey showed that respondents’ flower purchasing was about to fall from 45.8% in 2020 to 30.9% in 2021 – a difference of almost 15%. However, even with many Americans planning to skip the holiday and save money this year, the demand for flowers was rising in California. In fact, a survey from the National Retail Federation showed that floral gift-giving was only expected to fall by 1% from 37% in 2020 to 36% in 2021.

Reports following the holiday showed favorable outcomes for U.S. florists, who were busier than expected, and for European sales, which went well despite the gloomy weather. UPS even reported a 50% increase in flower deliveries as compared to 2020.

However, while the holiday fared well for some, this was not the case globally. Canada faced many supply issues and Australian retailers faced immense losses with Victorian Premier, Daniel Andrews imposing lockdown. While click-and-collect orders were still in place, this was a blow to the country’s floral industry which relies on foot traffic.

The Verdict

Therefore, while the results so far seem mixed, the floral industry as a whole seems to be recovering. When extenuating circumstances are removed, those involved can hope for an even more profitable Valentine’s Day in the future.

Additionally, this year, Valentine’s Day fell on a Sunday, a circumstance that is not usually favored by the floral industry. However, this turned out to be a blessing in disguise – this Sunday Valentine’s Day meant that people were free to celebrate with their loved ones, which resulted in higher sales. Despite the weather and circumstances such as lockdowns and restrictions, Valentine’s Day was a success for the floral industry.

The industry also benefited from the recent Chinese New Year celebrations, which are not complete without fresh flowers. While this wasn’t as global a celebration like Valentine’s Day, it did add to the flower industry’s overall sales this year.

The next major holiday for the floral industry is Mother’s Day. To make sure you’re prepared on all fronts, contact New Bloom Solutions. We deal with every sector of the industry and can ensure solutions for any and all floriculture problems – schedule an appointment with us today.

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