Florists in the Washington area are hoping sales for the most commercially romantic day of the year are just blooming late.
Between the recession and Valentine’s Day being on a Saturday, flower sales and pre-orders at some shops are drooping as customers search for the best deals and purchase cautiously.
“Flowers are based on expendable income,” a luxury no longer enjoyed as frequently because of the sluggish economy, said Lee Herman, vice president of Palace Florist in Northwest Washington.
The withering number of sales has struck Lee’s Flower and Card Shop on U Street also.
The family-owned business was prepared to weather the usually hectic holiday, but the calls and customers have not been coming in at the regular pre-Valentines pace.
“It’s been pretty drastic for us,” said Lee’s Vice President and General Manager Stacie Lee Banks.
Other florists say they think sales are down because of the day the holiday lands on. Wednesday, Thursday and Friday produce the most profitable Valentine’s Days because people like to send flowers to offices, according to Margaret Fleegal, owner of Twinbrook Florist in Fairfax.
“It’s all about the show,” said Fleegal, adding that a Saturday Valentine’s Day gives couples other options that don’t need to include flowers, such as a weekend getaway or a nice meal. Fleegal predicted that her shop’s numbers would be down from last year, though not necessarily because of the struggling economy.
But not all florists are posting the drop in sales. Caruso Florist in Northwest Washington has seen an increase in orders, said Vice President Michael Caruso, who attributed the growth to a strong customer base and the shop’s ability to turn around same-day delivery. Caruso said the shop’s sales are already up at least 15 percent from last year’s Valentine’s Day.
Bethesda Florist’s sales skyrocketed in the last week, and they expect to have at least as many orders as last year, if not more, said Tracy Callahan, president of the Maryland company.
“If you had called last Friday or Saturday, I probably would have been crying on the phone,” Callahan said. “But [sales] have exploded — they are not cutting back.”
Stores like Johnson’s Florist and Garden Centers in Northwest that are seeing fewer sales are hoping for a high number of Saturday walk-ins from customers who failed to plan ahead.
And quite a few florists have found success in offering special deals and discounts to customers.
Lee’s Flower and Card Shop offers a special on roses: half a dozen roses, a bear, candy and a balloon for under $70. Johnson’s sells a dozen roses in a crystal vase and Godiva chocolates for $95.
“People will go the extra mile for the good value” despite the higher price tag, said Mark Jenkins, manager of Johnson’s.
Fleegal said she has noticed many customers shopping around for the best deal.
Kendra Bissig, sales manager at Friendship Flower By Greenworks in Northwest, said she noticed a similar trend.
“They’re looking for promotions,” said Bissig. “’What’s the best thing for the buck?’”
The shops are offering cheaper options as well. Banks suggested gladiolas, carnations, orchids, spray roses or even balloons for those who don’t want to break the bank.
Overall, most stores aren’t too worried.
“We are not going to sell as much as we did last year, but we prepared for that as well,” Herman said. “It’ll be off, but it’s always a good Valentine’s Day.”
