Last Valentine's Day, 35 percent of retail florists reported Valentine's Day sales had declined compared to the year before. When asked to attribute that decline in sales to a list of factors, one factor stood out among all others: the weather, chosen by 80 percent of participants. The next highest negative factor — chosen by comparatively fewer participants, 29 percent, -- was competition from mass marketers (29 percent). Other factors identified as having had a negative impact on sales included: online floral vendors (26 percent), order gatherers (16 percent), non-floral gift vendors (13 percent) and the wire services (11 percent). A decline in wire-in orders (19 percent), the health of the regional economy (17 percent), the cost of goods (10 percent) and fuel and energy costs (10 percent).

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