Floral Update: Benchmarking for Smarter Growth

February 24, 2026

February gave us a Valentine’s Day that, for many retailers, was solid, but not spectacular.

Midweek sales (Wednesday through Friday) were strong across much of the industry. But when the holiday landed on Saturday, we saw a different shopping pattern emerge. While it wasn’t a bust, and importantly, we didn’t lose ground; it also wasn’t the record-breaker we’d hope to have.

When Valentine’s Day falls during the week, consumers often make that intentional stop picking up bouquets, chocolate-covered strawberries, or something special for colleagues and loved ones. Weekend holidays shift that behavior. Those ancillary workplace and “on-the-way” purchases tend to soften. It’s a reminder that calendar placement can have a major impact on Valentine’s Day. Understanding purchasing patterns is key to planning for growth.

That’s exactly why I want to highlight the Floral Department Supermarket Benchmark Report, now available in the Global Intelligence Engine (GIE).

In today’s margin-sensitive retail landscape, floral is not simply a specialty category. It can be profiting engine for retailers. These benchmark reports tend to be a best kept secret, IFPA wants the industry to have and leverage this data!

This report provides critical insight across the supply chain:

Retailers can clearly see where they stand in the marketplace.

Growers and suppliers gain a stronger understanding of retail performance trends and opportunities.

Partners across the channel can remove guesswork and replace it with a data-driven strategy.

Even more powerful, it’s accessible directly within the GIE. When questions arise about performance, trends, or positioning, members can leverage the Global Intelligence Engine to quickly surface actionable insights.

Data doesn’t just tell us what happened, it helps us prepare for what’s next.

Speaking of what’s next, we also know many of you are watching developments around potential tariffs closely. There are still significant unknowns including final rates, timing, and possible exemptions. Our team remains actively engaged in Washington and in ongoing conversations to ensure the floral industry’s voice is heard. As details evolve, we will continue to keep members informed.

In the meantime, I encourage you to:

Visit the tariff resource page

Ensure you are signed up for member alerts

Reach out to our team if you need assistance accessing updates

This is a dynamic environment, but it’s one we are navigating together.

As always, thank you for your partnership, your resilience, and your commitment to keeping floral strong.

Floral Update: Benchmarking for Smarter Growth

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