According to SAF's 2007 post-holiday survey of retailers, as shown in the chart, floral arrangements designed in-house were the most promoted item for Valentine's Day — it was an item 70 percent of florists made known to their customers. The survey found that fresh flowers, other than roses*, were second among the items listed (52 percent). Just under half the respondents marketed arrangements from the wire services (49 percent), custom arrangements and food and/or candy (both at 46 percent). About a third of the shops promoted cash and carry bouquets, while non-floral and holiday giftware were promoted somewhat less aggressively (24 percent and 16 percent respectively).

*Roses were not included in this survey question.

Products Promoted on Valentine's Day

Source: SAF Post-Valentines Day Online Survey of Retail Florists, 2007. Based on 511 responses (response rate = 14.5 percent).
 

--Ira Silvergleit
isilvergleit@safnow.org

 

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