The survey among the members of the Association of the German Flower Wholesale and Import Trade for Valentine's Day produced a consistent picture: Most wholesalers saw sales at about the same level, with slightly lower volume sales. Those surveyed estimated their result for Valentine's Day to be up or down by 5 percent compared to the previous year. Everyone was quite happy with this, as the current mood with consumer restraint on many consumer goods had caused fears in advance.
No hangover mood on Ash Wednesday
The fact that Valentine's Day this time followed directly after the carnival days did not create a hangover mood on Wednesday. “The carnival was very disruptive during the preparation,” said a wholesaler from the Lower Rhine. Only on February 13 and 14 only he sold a lot, and the follow-up sales also went relatively well. However, according to most wholesalers, the 'fifth season' had no impact on the Valentine's Day business; rather, the frost-free and even mild weather in many parts of the country was crucial for good sales.
Few outliers in prices
A wholesaler from Westphalia described this year's Valentine's Day as "not that spectacular." There were the usual price fluctuations. For a short time, red roses were at a high price at auctions, but most dealers had taken precautions and pre-ordered. Overall, the price level was moderate for Valentine's Day standards. Only tulips had prices that were 30% higher than last year. For this reason, fewer tulips were sold. Roses remain the top product for Valentine's Day, with the range that was sold becoming increasingly broader in price categories and varieties. However, roses in salmon, dark pink, and purple were no longer in great demand. The florists tended to go back to the classic, the red rose. Other popular products this year included Eustomas, Daffodils, and Santinis. Orchids were very popular with pot plant wholesalers, but this also had an impact on purchase prices. Peak prices often could not be passed on in full. A florist from the Ruhr area sums it up: “If I charge 9 euros for a long-stemmed red rose, I only see new customers once, and my regular customers are annoyed.”
Communicate a positive mood to the outside world
Some wholesalers saw the sometimes depressed mood among florists in the run-up to Valentine's Day as a particular challenge. “There are some who are infected by the bad general mood, although consumers are often happy to spend a little more on flowers because they know that everything will be a little more expensive,” says a wholesaler from Baden-Würtemberg.
Overall, the mood among the wholesalers themselves was good. “Valentine's Day is a way to convey a positive mood to the outside world,” says a retailer who, like all those surveyed, believes that consumers' shopping behavior has not changed significantly on Valentine's Day. Some noticed stronger promotional offers in the food retail sector, but “you still go to the florist on this day!”
Valentine's Day remains a popular flower day
All respondents assume that Valentine's Day will remain a strong flower day, albeit at a lower level in the eastern federal states. The next strong sales day awaits florists there: Women's Day on March 8. This day is now gaining ground in all federal states. However, all German wholesalers have one thing in common: They hope that the current spring-like temperatures will soon be replaced by the sun, and, with this small wish, they are confident about spring business.
Source: bgi-ev.de