White Day flowers: a florist's stocking guide
Before White Day (Japan, Korea), rose wholesale prices typically run 1.2–1.5× normal; stock up about 14 days ahead. Dates and order-by dates for 2026–2028.
- Market
- Japan, Korea
- Flowers affected
- Rose
- Typical price
- 1.2–1.5× normal wholesale
- Stock up
- 14 days ahead
Dates and order-by dates
| Year | Date | Start stocking by |
|---|---|---|
| 2026 | 2026-03-14 | 2026-02-28 |
| 2027 | 2027-03-14 | 2027-02-28 |
| 2028 | 2028-03-14 | 2028-02-29 |
How people buy for it
On 14 March in Japan and Korea, men return the gifts they received on Valentine's Day — traditionally sweets, increasingly flowers. It is smaller than Valentine's Day, with a correspondingly smaller rise in rose prices.
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 1.2–1.5× surge raises the whole design's material cost by:
| Affected flowers as share of material cost | At 1.2× | At 1.5× |
|---|---|---|
| 40% | +8% | +20% |
| 60% | +12% | +30% |
| 80% | +16% | +40% |
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 White Day in 2026, 2027, 2028?
2026: 2026-03-14; 2027: 2027-03-14; 2028: 2028-03-14 (Japan, Korea).
Which flowers get more expensive before White Day, and by how much?
Rose wholesale prices typically run 1.2–1.5× normal.
How far ahead should florists stock up for White Day?
About 14 days ahead — around 2026-02-28 for 2026 — and quote at holiday prices.
What can florists offer instead of the flowers that surge before White Day?
Instead of rose: gerbera daisy, carnation, lily, calla lily.