Valentine’s Day on a Saturday has brought unexpected challenges for local florists. While it offers couples an opportunity to celebrate, it often leads to reduced business for flower shops. Lu Cushing, the owner of Janie Beane Florist in Clearwater, Florida, reported a significant 20% decline in sales compared to previous years when Valentine’s Day falls on a weekday.
Impact of Saturday Valentine’s Day on Florists
Cushing noted that many men prefer sending flowers to their partner’s workplace where they can be admired. However, with Valentine’s Day on a Saturday this year, buying behaviors have changed. “We’ve noticed that customers are placing orders earlier in the week,” she explained, indicating a shift towards stretches of festive floral displays rather than a surge on a single day.
Changes in Flower Delivery Patterns
The flower delivery landscape has adapted to customer needs as well. Instead of focusing deliveries on Valentine’s Day morning, orders have been more scattered throughout the week. Home deliveries and pickups have also increased, significantly diversifying sales patterns.
Financial Strains and Cost Adjustments
The flower industry continues to navigate challenges posed by tariffs on imported flowers. Over 80% of flowers sold in the U.S. are sourced from Ecuador and Colombia. Cushing confirmed that the costs for both flowers and vases have risen substantially. For example, vases that previously cost about $6 are now priced between $8 and $9.
Strategies to Adapt to Market Changes
- Cushing has begun sourcing more flowers from North American suppliers to mitigate expenses.
- She offers budget-friendly options by providing wrapped bouquets, allowing customers to use their own vases.
- The shop has relocated to a more budget-conscious space in Imperial Square, Clearwater.
Despite the financial strains, Cushing observed an improvement in price predictability over the past year. This stability now enables her business to quote prices reliably for large events, such as weddings.
Shop History and Future Outlook
With 54 years of experience in the flower industry, Cushing expresses commitment to accommodating customers of all budgets. Her focus on small business support continues to be a cornerstone of her business philosophy. As Valentine’s Day approaches, Cushing and other florists are adjusting to new consumer behaviors while hoping for a return to traditional sales patterns in future years.
