Valentine's Day is here! Florists and retailers are in the thick of the holiday rush, working tirelessly to meet demand. While the full impact of Valentine's Day 2025 will become clear in the coming days, we are taking a look at how the industry prepared in different parts of the world. With Valentine's Day falling on a Friday this year - a prime shopping day - expectations have been high for strong sales and last-minute purchases.
Colombia: "The weather was on our side"
The Valentine's Day season is a crucial period for Colombian flower exporters, and this year was no exception. According to Genoveva Pombo, Director of Marketing and Communications at Asocolflores, the 2025 season proceeded smoothly, with favorable weather and efficient logistics ensuring high-quality flower deliveries worldwide. From labor demand to export volumes, Pombo shares insights on the industry's performance and the continued impact of the long-standing Petalo Plan on maintaining stability in the supply chain.
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Ecuador: "As usual, the climate played a major role in affecting production and prices"
Each Valentine's season brings its own set of challenges and surprises for Ecuadorian flower growers. This year, the Lobato Jarrín sisters from Agrivaldani observed shifting market dynamics, from delayed order confirmations to unexpected changes in color trends. Despite production constraints and logistical challenges, demand for tinted roses and spray flowers surged, highlighting evolving consumer preferences. Meanwhile, industry data from Hoja Verde's Eduardo Letort shows insight in Ecuador's flower exports, with 28,000 tons shipped and revenue reaching $290 million.
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The impact of Valentine's Day on Dutch rose cultivation
At Dutch rose grower Porta Nova, Valentine's Day brings a mix of excitement and challenges. While production remains steady year-round to ensure quality, the holiday period creates a surge in sales and logistics. Stefan van Vuuren highlights the impact of global rose supply on Dutch growers, noting how disruptions in Kenya or Ecuador can drive up prices. This year, market prices soared, reflecting both international shortages and the growing costs of sustainable cultivation. Despite shifting consumer preferences and increasing competition, Porta Nova remains committed to producing top-quality roses—and ensuring they stay in European markets.
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Kenya: Demand was there, but logistics was a challenge
Also in Kenya, it was busy times for growers as Valentine's Day alone accounts for 35% of the flower sector's annual exports. "The demand was there, but logistics is a challenge, especially concerning freight space and cost", Clement Tulezi of Kenya Flower Council told us in this article earlier. Fortunately, the quality is good, he continued. "The rains have ensured an ample supply of water, and the overall production has remained high. The quality of flowers continues to improve each year, making Kenya a strong competitor on the global stage."
The UK: "An increased demand for mixed bouquets"
This Valentine's Day also marks a milestone for New Covent Garden Flower Market in the UK, celebrating 50 years at its Nine Elms location. Over the decades, trends have evolved—from the dominance of classic red roses to the growing popularity of mixed bouquets and alternative hues. Wholesalers at the market share insights on this year's season, highlighting strong demand for Ecuadorian roses, ranunculus, and vibrant color choices. With Valentine's Day falling on a Friday, expectations are high for one of the busiest trading days of the year.
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Working tirelessly
At WBE Groep, the team has been working tirelessly to fulfill the Valentine's Day orders. Or maybe they were a bit tired after all...