Floral

Circana Supermarket Floral Sales Data

Access dynamic floral sales data to keep a pulse on floral insights and trends.

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Soft Valentine’s Day Unit Sales in 2026

Between low consumer confidence and ongoing inflation, floral unit sales declined in the four-week Valentine’s Day period. The Saturday holiday timing likely played a role as well, which is an important reminder with Super Bowl and Valentine’s Day overlapping in 2027.

PERFORMANCE

Floral Department	Dollar Sales	Dollar % Change vs. Year Ago	Unit Sales	Unit % Change vs. Year Ago
4 weeks	$1.29B	+0.9%	91.9M	-3.3%
52 weeks	$10.3B	+5.9%	963.1M	-0.3%

Source: Circana, Integrated Fresh, MULO, 4 and 52 weeks ending 2/22/2026

Sales by Type

True to Valentine’s Day traditions, roses rise to the top in February
Roses generated nearly $424 million in the four weeks leading up the Valentine’s Day holiday. This reflects a dollar gain of 2.6%, though unit decline of 1.8%. Only arrangements had positive unit growth among the larger sellers during the quad-week, with roses being second best.

Potted plants, which includes Easter lilies had substantial declines because of this year’s later Easter timing.

PRICING

4 w.e. 2/22/2026	Price per unit	% Change vs. year ago
Floral Department	$14.04	+4.3%
Roses	$17.69	+4.5%
Arrangements	$35.53	+0.3%
Bouquets	$15.81	+4.7%
Potted Plants	$12.28	+4.4%
Custom bunch	$7.44	+6.2%
Bulbs	$9.80	+18.5%
Outdoor plants	$8.60	+0.8%
Holidays	$7.68	+13.2%