---
title: "White Day flowers for florists: price surge and when to stock up (2026–2028) | Floreboard"
url: https://floreboard.com/en/guides/holidays/white-day/
language: en
last_reviewed: 2026-10-06
publisher: Floreboard (芳华绘)
---

# 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](https://floreboard.com/en/flowers/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](https://floreboard.com/en/flowers/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% |

[How florists price arrangements: cost, markup and margin](https://floreboard.com/en/guides/florist-pricing-and-margin/)

## 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](https://floreboard.com/en/flowers/rose/) | [Gerbera daisy](https://floreboard.com/en/flowers/gerbera/), [Carnation](https://floreboard.com/en/flowers/carnation/), [Lily](https://floreboard.com/en/flowers/lily/), [Calla lily](https://floreboard.com/en/flowers/calla/) |

## 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.

## Other holidays for the same flowers

[Valentine's Day](https://floreboard.com/en/guides/holidays/valentines-day/) · [Women's Day](https://floreboard.com/en/guides/holidays/womens-day/) · [Mother's Day](https://floreboard.com/en/guides/holidays/mothers-day/) · [520 (May 20)](https://floreboard.com/en/guides/holidays/520/) · [Qixi](https://floreboard.com/en/guides/holidays/qixi/)

[Holiday flower price calendar](https://floreboard.com/en/guides/holiday-flower-prices/)

Last reviewed: 2026-10-06. Surges are typical wholesale ranges for stocking and quoting; local markets vary.