Valentine’s Day Flowers – Why Australians splurge on 14 February
Why are fresh cut flowers the go-to gift for Valentine’s Day?
Vibrant and fragrant flowers have an uplifting effect on our mental and physical well-being. The act of giving flowers strengthens emotional bonds between couples. Fresh flowers like Roses and Sunflowers can have health benefits like mood enhancement and relaxation. While golden Sunflowers exude cheerfulness, fragrant Roses can trigger positive emotional responses like love and affection, warmth and happiness.
It’s no wonder then that flowers are the way to a lover’s heart, and new data insights from NAB Executive General Manager, Business Direct and Small Business, Krissie Jones back up these benefits.
Valentine’s Day Flower Sales Soar on 14th February
Amorous Australians are expected to spend more than $21 million on Valentine’s Day flowers this year, with the busiest day of the year being 14 February. Furthermore, insights show that there are around 150,000 transactions and spending is around 700% higher than normal.
“Valentine’s Day is a time when love is in full bloom and our florists are at the heart of it,” Ms Jones said.
“Flower delivery businesses and fresh cut florists experience a huge increase in spending on Valentine’s Day as Australians seek out a beautiful bouquet for their sweetheart”, Ms Jones continues.
Online Flower Sales v Bricks and Mortar
The bulk of flower sales happen in store on Valentine’s Day. There is a feeling of excitement coming into a flower shop on the day, choosing beautiful fresh flowers, the anticipation of having a bouquet custom-made and walking away with a beautiful gift for their bae.
“While online shopping and pre-paid flower deliveries are growing, over half of spending on Valentine’s Day blooms happens on the day itself”, Ms Jones explains.
NAB data on Valentine’s Day sales reveal:
Physical and online sales spending on flowers and florists from 12 February to 14 February 2024 was more than $20 million.
- 51% of Valentine’s Day spending occurred on 14 February itself and 49% of spending occurred over the two days prior (12-13 February).
- Spending at florists compared to a normal day:
- 12 February – 183% higher
- 13 February – 398% higher
- 14 February – 699% higher
How florist’s manage customer increased spending for Valentine’s Day
“Whether Australians have forgotten the big day is just around the corner or they embrace the last-minute rush for fresh flowers on the way home, we’re a nation of last-minute lovers”, Ms Jones said.
It’s true – the statistics show that most of the spending on flowers for Valentine’s Day happens on 14th February. This puts a huge strain on human resources and logistics to ensure that flowers ordered arrive fresh and on time. One way to manage this sales tsunami is to use previous year’s statistics to predict demand. Also, staying connected with customers and getting orders secured early helps with meeting higher customer demand and managing customer expectations.
Fresh Flowers here to stay for Valentine’s Day
Valentine’s Day is the day to give your loved one fresh cut flowers because their fragrance and beauty promote love and happiness. Even though cost-of-living pressures exist, Australians do make it an exception to buy fresh flowers on Valentine’s Day because love rules above all else.
