Valentine's Day flowers: a florist's stocking guide
Before Valentine's Day (Worldwide), rose wholesale prices typically run 2–3× normal; stock up about 21 days ahead. Dates and order-by dates for 2026–2028.
- Market
- Worldwide
- Flowers affected
- Rose
- Typical price
- 2–3× normal wholesale
- Stock up
- 21 days ahead
Dates and order-by dates
| Year | Date | Start stocking by |
|---|---|---|
| 2026 | 2026-02-14 | 2026-01-24 |
| 2027 | 2027-02-14 | 2027-01-24 |
| 2028 | 2028-02-14 | 2028-01-24 |
How people buy for it
Red roses carry the day: a dozen in the West, and in China bouquets counted for their meaning, such as 11 or 99 stems. In Japan and Korea, 14 February is traditionally the day women give chocolate, and the return gift comes on White Day a month later. Because one flower takes nearly all the demand, it is also the holiday where offering an alternative protects your margin most.
The flowers that surge
| Flower | Role | Vase life | In season | Fragrance | Pets |
|---|---|---|---|---|---|
| Rose | Focal flower | 5–7 days | Year-round | Light | ✓ ASPCA non-toxic |
What the surge does to material cost
If the affected flowers make up the share of a design's material cost shown below, a 2–3× surge raises the whole design's material cost by:
| Affected flowers as share of material cost | At 2× | At 3× |
|---|---|---|
| 40% | +40% | +80% |
| 60% | +60% | +120% |
| 80% | +80% | +160% |
Alternatives that are not priced up
Flowers with the same role that are available at this time of year and not on this holiday's surge list — the basis for a "holiday-proof" option:
| Instead of | Consider |
|---|---|
| Rose | Gerbera daisy, Carnation, Lily, Calla lily |
What florists should know
- Rose lasts about 5–7 days: lock in prices early, but do not make up arrangements too far ahead.
- For Chinese, Japanese and Korean clients avoid 4 stems (it sounds like "death"); for Japanese clients also avoid 9.
FAQ
When is Valentine's Day in 2026, 2027, 2028?
2026: 2026-02-14; 2027: 2027-02-14; 2028: 2028-02-14 (Worldwide).
Which flowers get more expensive before Valentine's Day, and by how much?
Rose wholesale prices typically run 2–3× normal.
How far ahead should florists stock up for Valentine's Day?
About 21 days ahead — around 2026-01-24 for 2026 — and quote at holiday prices.
What can florists offer instead of the flowers that surge before Valentine's Day?
Instead of rose: gerbera daisy, carnation, lily, calla lily.