Behind the petals: A florist's battle plan for Valentine's Day
In the heart of the floral battleground at Fallon’s Flowers, florist James Barton stands ready for his first Valentine’s Day, armed with meticulous plans and an arsenal of blooms. With 14 days left until the love-infused holiday, Fallon's is in full swing, transforming into a bustling hub of activity to meet the demands of Cupid's busiest season.
How much does the floral industry make on Valentine's Day?
Valentine’s Day is a pivotal time for florists, marking a significant spike in sales. James Barton reveals, “It’s one of our busiest times of the year. We plan to make $400,000 in sales,” a remarkable leap from the $16,000 tp $17,000 they generate weekly during the off-season. Understanding the significance of this day, the florist and his team leave no petal un-turned in their preparations.
Is Valentine's day the busiest day for florists?
Planning meetings have been underway for months orchestrating a strategic approach to ensure smooth operations during the Valentine’s Day rush. The florist, usually equipped with four or five delivery drivers, gears up to employ a whopping 30 drivers from February 12th through the 14th. To keep up with modern trends, Fallon’s Flowers is even partnering with Door Dash, allowing customers to have their blossoms delivered with just a click.
Why is Valentine's Day important to the floral industry?
The days leading up to Valentine’s Day witness a shift in strategy. Custom-made bouquets take a backseat, making room for a curated menu of pre-made floral arrangements. Barton says, “From the 7th onwards, more than 1,200 pre-made flowers will be created and stored in freezer trucks,” ready to be dispatched at a moment’s notice.
Tools of the trade are meticulously organized, with tables adorned with scissors, new vases and even a tent showcasing custom-made vases. An automated system on their website ensures that only Valentine’s Day flowers are available for purchase, streamlining the ordering process for the inundation of customers.
The staff at Fallon’s Flowers works at full capacity, anticipating a jam-packed parking lot. Contingency plans are being made to accommodate the influx of customers, including alternative parking arrangements for the staff. It's a logistical dance to manage the swarm of love-seekers flocking to the shop.
Which color flower is the biggest seller on Valentine's day?
When it comes to the floral stars of the day, roses reign supreme. Fallon’s Flowers sells a unique bouquet featuring over 100 red roses, a spectacle of romance bound to leave a lasting impression.
To ensure freshness, Barton explains that arrangements are crafted as close to Valentine’s Day as possible, highlighting the longevity of refrigerated blooms.
As customers take home their vibrant bouquets, Barton offers some expert advice for preserving the blooms' beauty. “Add plant food to them, change the water daily and cut the stems at an angle,” he suggests, emphasizing the importance of proper care to extend the life of the flowers. Fallon’s Flowers even includes two packets of plant food with each purchase, ensuring customers can enjoy their blossoms for an extended period.
What is the tradition of flowers for Valentine's Day?
The tradition of giving flowers on Valentine's Day is a long-standing and widely practiced custom. Flowers, especially red roses, have become synonymous with expressing love and affection on this romantic occasion. The tradition is believed to have originated in the 18th century, with the language of flowers, or floriography, gaining popularity during the Victorian era.
Red roses, in particular, symbolize deep love and passion, making them the quintessential Valentine's Day flower. The red color is associated with the blood of Venus, the Roman goddess of love.
This Valentine’s Day, as you revel in the beauty of your floral gift, take a moment to appreciate the behind-the-scenes efforts of your local florist. For James Barton and his team at Fallon’s Flowers, their warzone is not just prepared – it's fortified with the sheer number of flowers they will be offloading in the week leading up to Valentine’s Day. A bouquet is not just a bundle of blooms; it's a culmination of passion, preparation and the artistry of a dedicated florist.
