Floral business looks rosy for Valentine's Day
by Marie Nesmith
Feb 14, 2012 | 1756 views | 0 0 comments | 12 12 recommendations | email to a friend | print
Cindy Otting with Country Treasures Florist creates a Valentine’s Day arrangement.
SKIP BUTLER/The Daily Tribune News
Cindy Otting with Country Treasures Florist creates a Valentine’s Day arrangement. SKIP BUTLER/The Daily Tribune News
For Country Treasures Florist and Cartersville Florist, extra planning and manpower are the key ingredients to ensuring their Valentine's Day orders flow smoothly. With it being their biggest holiday of the year in terms of sales, the shops are welcoming today's hectic pace.

"We start preparing in December, January," said Wanda Tanner, co-owner of Country Treasures Florist. "Then we have to call the wholesaler and order what flowers that we think we'll need.

"And then we start taking our orders," she said on Monday, adding her floral shop has ordered more than 1,000 roses for Valentine's Day, which tops a normal day's rose inventory by more than 900. "Then we have to hire extra help to do deliveries. All the girls [stay] very busy. ... We work late into the night [up until] the night before [Valentine's Day].

"We've been working since Saturday because we've had some people want Saturday deliveries and Monday, then [Tuesday]. So we work a lot of overtime. ... We just like helping people and making sure that they have a happy Valentine's Day."

At both Cartersville floral shops, red roses still are the most popular way for consumers to say, "I love you." The traditional arrangement is the top seller at Country Treasures Florist and Cartersville Florist.

"The red rose has always been a signature or symbol of love, passion," said Kathy Bibbings, co-owner of Cartersville Florist, noting they ordered 1,800 roses -- the majority being red roses -- for Valentine's Day. "And I think that's a lot of the reason [for its popularity].

"It's just traditional but it's always been known to be the color of love and passion. I think people just enjoy doing it. They enjoy giving it. There's just something about a flower that you just can't express any other way."

This year, the National Retail Federations' 2012 Valentine's Day Consumer Intentions and Actions Survey predicts 36 percent of consumers will purchase flowers this holiday.

According to the NRF survey, "The average person celebrating the holiday will shell out $126.03, up 8.5 percent over last year's $116.21 and the highest in the survey's 10-year history. Total spending is expected to reach $17.6 billion. ... The survey also found the average male is expected to spend $168.74 on clothing, jewelry, greeting cards and more this year -- nearly twice as much as women who are expected to spend an average of $85.76.

"In addition to traditional gift ideas, those celebrating the holiday will also put some serious thought into the perfect gift. Nineteen percent (18.9 percent) of celebrants will buy jewelry, up from 17.3 percent last year and the highest percent in the survey's history. Some will give the gift of choice: 13.3 percent will buy gift cards, up from 12.6 percent last year. Additionally, half of all celebrants (50.5 percent) will buy candy, 36.0 [percent] will buy flowers and 35.6 percent will treat someone to a nice evening out."