Floral Industry Report: Valentine's Day 2026 Sales & Trends

February 24, 2026

Colleen Fagundus “This year’s Valentine’s Day results show a floral category that remains resilient, even amid cost and labor pressures. While performance varied by assortment and traffic patterns, retailers largely met or exceeded expectations, and we continue to see consumers embracing a broader mix beyond traditional roses. For the industry, these results reinforce the importance of flexibility, value-driven assortments, and strong execution as consumer behaviors continue to evolve.”

This year’s Valentine’s Day delivered generally steady floral performance, though results varied widely depending on category mix, traffic patterns, and operational challenges. A total of 26 retailers responded to IFPA’s Valentine’s Day survey. Most respondents reported that sales met or exceeded expectations, with 42% meeting expectations and 31% exceeding expectations, while 27% fell below expectations.

Category Highlights: Bouquets Lead, Roses Mixed

Among product categories, bouquets performed best (46%), followed by roses (35%). Retailer comments suggest continued consumer openness to alternatives beyond traditional rose-heavy programs, with some strong movement in market bunches and tulips.

However, performance was uneven across the assortment. When asked which categories did not meet expectations, respondents most frequently cited potted blooming plants (31%) and roses (23%). This indicates that while roses remain a key driver, higher price points and margin pressure may be impacting results for some retailers.

Traffic Trends and the “Saturday Effect”

Traffic was mixed compared to last year, with 38% reporting lower traffic, 35% reporting flat traffic, and 27% seeing increases. Several retailers noted that consumer behavior shifted significantly because Valentine’s Day fell on a Saturday, creating forecasting challenges and altering purchasing patterns. Some saw strong early-week demand but softer-than-expected performance on the holiday itself.

Operational Pressure: Cost and Labor Remain the Top Challenges

The biggest challenges reported were cost of product (38%) and labor (27%). Comments reinforced that inflationary pressures, wage increases in key sourcing markets, and staffing constraints at both the farm and retail level remain major factors shaping holiday execution.

Despite these issues, several retailers noted strong overall product quality and relatively limited supply chain disruptions compared to prior years, suggesting improved supply reliability even amid rising costs.

Questions?

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Colleen Fagundus

Director of Floral

+1 3026072159 Email Colleen Fagundus

Valentine's Day Floral Sales Hold Steady

Category mix, traffic shifts, and operational challenges played a defining role in holiday performance.

Category Highlights: Bouquets Lead, Roses Mixed

Traffic Trends and the “Saturday Effect”

Operational Pressure: Cost and Labor Remain the Top Challenges

Questions?

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