Why Valentine's Day Demands a Pricing Strategy
Valentine's Day is not just another busy period. For most UK florists, the 13th and 14th of February can generate 10-15% of annual revenue. The challenge: wholesale red rose prices spike by 200-400% and every stem counts. Without a pricing strategy worked out in advance, it is easy to come out of your busiest week with little to show for it.
Understanding the Wholesale Price Spike
A stem that normally costs £0.40-£0.80 can jump to £2.00-£3.50 during Valentine's week. Dutch auction prices rise, freight costs increase, and every florist competes for the same stock. Pre-ordering locks in a price typically 30-50% lower than spot buying.
- Pre-ordered in December (60cm): £1.40 per stem
- Spot bought 10th February: £2.50-£2.80 per stem
- Spot bought 12th February: £2.80-£3.50 per stem
The Pre-Ordering Strategy
Start contacting your wholesaler in November and place your main order by early December:
- November: Estimate volume based on last year plus 10-15% growth
- Early December: Confirm your order and lock in the price
- Late January: Top up if advance orders are tracking ahead
- 10th February: Firm cut-off for customer orders requiring guaranteed red roses
Pre-ordering guarantees supply as well as price. When auctions run short, florists without confirmed orders cannot get stock.
Pricing a Luxury Dozen
| Item | Cost |
|---|---|
| 12 x 60cm red roses (pre-ordered) | £16.80 |
| Foliage (eucalyptus, pistache) | £3.50 |
| Gypsophila or filler | £2.20 |
| Tissue and kraft wrap | £2.50 |
| Ribbon and card | £1.50 |
| Aqua pack | £0.80 |
| Labour (15 mins at £15/hr) | £3.75 |
| Sundries and overheads | £1.50 |
| Total cost | £32.55 |
At £75-£85 retail, that gives 56-63% gross margin. Model your own costs with the Dozen Red Rose Calculator.
Tiered Offerings
Offer a clear range to cater to different budgets:
- Half dozen in a gift bag: £38-£45
- Classic dozen hand-tied: £65-£75
- Luxury dozen in a hat box: £85-£95
- Ultimate two dozen: £130-£160
Run each tier through the Red Rose Profit Analyzer to ensure every offering pulls its weight.
Upselling Add-Ons
Valentine's customers are in spending mode. Offer add-ons at the point of sale:
- Vases — £8-£15 adds margin with minimal effort
- Chocolates — premium boxed chocolates at 2x-2.5x markup
- Teddy bears and balloons — impulse purchases with excellent margins
- Premium gift wrapping — luxury presentation for an extra £5-£10
A modest £10 average upsell across 200 orders adds £2,000 of profit-driven revenue.
Managing Wastage
Red roses bruise easily and open too quickly in warm conditions. Build a waste allowance of 10-15% into your order quantities. Keep your cold room at 2-4 degrees, condition stems immediately on arrival, and have a plan for roses past their best — discounted bunches on the 15th recover some cost.
Handling Walk-Ins vs Pre-Orders
Publicise your cut-off date on your website, social media, and in-store signage. Pre-orders let you plan labour, manage stock, and batch efficiently.
Walk-ins on the 14th will pay premium prices. Keep ready-made arrangements at fixed price points (£40, £60, £80) for grab-and-go customers, priced with spot-bought stem costs rather than your pre-order prices.
Non-Rose Alternatives
Tulips, ranunculus, and preserved arrangements carry better margins because wholesale prices do not spike as aggressively. A stunning tulip arrangement at £45 can deliver a better margin than a dozen red roses at £75.
Maximising Profit
- Pre-order stems in November/December
- Set a cut-off date (10th February) and publicise it
- Charge premium delivery on 14th February
- Staff up for the 12th, 13th, and 14th
- Upsell vases, chocolates, and gift wrapping at every opportunity
Start planning using the Dozen Red Rose Calculator, and when February arrives, every dozen that goes out the door is making you money.
