Floral Update: Valentine’s Demand, Value & Market Signals

January 27, 2026

Dear Floral Community,

As we begin a new year, I want to share a few timely updates and observations as we head into Valentine’s Day, especially as this year’s holiday falls on a Saturday, creating a strong opportunity for floral across channels.

To help inform planning, IFPA recently conducted short pulse surveys with consumers in the U.S., as well as in the UK and Germany. In the U.S., the data points to steady demand:

Nearly two-thirds of consumers indicate that they plan to purchase flowers for Valentine’s Day

Mixed bouquets and roses remain the clear favorites, reinforcing the continued importance of classic Valentine’s assortments

Supermarkets stand out as the leading purchase destination, followed by florists and online delivery—highlighting the dual role of convenience and experience in driving sales

Spending intentions in the U.S. continue to center on value, with the $20-$30 range emerging as the sweet spot for the largest share of buyers. That price sensitivity mirrors what we’re seeing globally and underscores the importance of accessible, well-merchandised offerings that communicate both value and meaning

Looking beyond the U.S., market dynamics vary in instructive ways. In Germany, Valentine’s Day flower gifting remains highly ingrained, with strong participation and a pronounced preference for traditional rose bouquets and in-person purchasing. The UK, by contrast, reflects a more sensitive market, with fewer than half of consumers planning to buy flowers, placing greater emphasis on affordability, convenience, and clear value propositions for those who do engage. Together, these differences reinforce how local culture, pricing, and channel strategy shape demand, and why tailored approaches remain critical.

Recently there has been a lot of discussion across the industry related to Colombia’s recent minimum wage increase. We’re closely monitoring this development, as labor remains a significant cost driver in floriculture, and shifts of this scale can influence pricing and long-term planning. IFPA will continue to be a resource for members as we work together to adapt through these challenging market conditions.

As we look ahead to 2026 and beyond, we’ll continue to keep an eye on how consumer behavior, cost structures, and innovation intersect, particularly as businesses think about efficiency, planning, and resilience in a price-sensitive environment.

Finally, a quick reminder that membership renewals are now overdue. If you have not yet renewed or have questions about your membership, please do not hesitate to reach out to me directly.

Thank you for your continued engagement and for all you do to keep floral relevant for consumers around the world.

Floral Update: Valentine’s Demand, Value & Market Signals

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