CLEARWATER, Fla. — With Valentine’s Day falling on a Saturday is a plus for many couples, it’s not a best-case scenario for local flower shops.
Lu Cushing, owner of Janie Beane Florist in Clearwater, said that they typically see a 20% dip in sales on the years Valentine’s Day hits on a weekend when compared to the holiday hitting on a weekday.
While a big money-maker as the historically biggest flower-buying holiday of the year, Cushing says Feb. 14 being on a Saturday has made a difference in buying habits.
“Men love to send flowers to work, in a place where she can enjoy them and everyone can see them,” Cushing said. “This year, we’re getting some orders for earlier in the week because they want them to last all week at the office.”
What You Need To Know
- Major flower suppliers in Columbia and Ecuador are subject to tariffs
- Price of flowers has increased as florists find ways to keep costs down for customers
- Valentine’s Day falling on Saturday is not best case scenario for florists
- Owner of Janie Beane Florist estimates 20% dip in sales compared to weekday Valentines Day
Instead of making dozens of deliveries to offices on Valentine’s Day morning, Cushing says they’ve been scattered throughout the week. There’s also more home deliveries and pickups this year set for Valentine’s Day morning.
Overall, Cushing says, this hasn’t been the busiest Valentine’s Day in history.
That’s on par with what she’s seen over the last few decades when the holiday hits over a weekend. Cushing is now in her 54th year at Janie Beane Florist, a shop she opened alongside her late mother.
The flower industry has had to adjust after the U.S. imposed tariffs on imported cut flowers. More than 80% of flowers found in the U.S. are from major suppliers in Ecuador and Columbia.
“Flowers are up more … definitely,” Cushing said. “Vases are up more.”
Vases that used to cost Cushing roughly $6 a piece are now between $8 to $9. Cushing said she’s shifted to finding more suppliers from North America to help curb the costs.
“We’ve adjusted,” she said.
Cushing said she offers options for those looking for flowers on budget by offering wrapped bouquets. She will wrap the stems of flowers in a sponge and a bag so a customer can take them home and use a vase they already have.
“I shop small business as well so its important to me that I accommodate everybody,” she said.
What has improved over the last year, Cushing said, is predictability. Before the tariffs went into effect, she said prices would bounce and make it difficult to quote large events like weddings. Now that prices have stabilized, the shop is taking less of a hit.
After over five decades, they also relocated to Imperial Square in Clearwater, to a family-owned plaza in a smaller more budget friendly space.
