Do’s and Don’ts for Valentine's Peak Success

Valentine’s Day is one of the busiest single peak days of a florist calendar. For many florists, it can account for a significant portion of annual revenue, but it can also be one of the most stressful periods of the year. It is the only peak that I have never enjoyed.

Due to heightened customer expectations, tight delivery schedules, high wholesale prices, and intense competition (both local and online), getting Valentine’s Day right requires more than just beautiful flowers.

Whether you’re an independent high-street florist, a studio florist, or a small team working flat-out from dawn until dusk, a well-planned Valentine’s Day can be profitable and reputation-boosting. A poorly planned one, however, can lead to anxiety, mistakes, and unhappy customers.

So, let’s talk about the do’s and don’ts of Valentine’s Day for us florists — practical, people-focused, and grounded in real-world experience.

DO

Planning: Plan earlier than you think you need to. Valentine’s Day success is built weeks — even months — in advance. From ordering stock to creating staffing rotas, the more you plan early, the calmer 14th February will feel.

Secure your flower orders well ahead of time, especially roses. With global demand peaking and supply chains under pressure, late orders often mean limited choice or higher prices. The same goes for sundries, packaging, ribbons, and cards — running out of packaging at 7am on Valentine’s morning is no one’s idea of fun. Early planning also allows you to:

·       Decide your product range clearly

·       Price confidently and consistently

·       Prepare your marketing and messaging in advance.

Build Valentine’s Day planning into your annual calendar so it becomes routine rather than a mid-January realisation

 

Keep your product range focused: It’s tempting to offer “something for everyone,” but Valentine’s Day is not the time to overcomplicate your offering. I would always recommend a tight, well-designed range of bouquets and arrangements because this will:

·       Speed up production

·       Help customer choice when browsing/ordering

·       Make pricing clearer

·       Help your team work more efficiently.

Offer classic red roses, red tulips, mixed bouquets to include a single red rose and contemporary (mixed romantic palettes), and premium options, but avoid too many variations. Please remember that by offering too many options and a bespoke offering, it will slow you and your team down during a very busy peak.

Ensure that when creating your Valentine's product collection, that you have clear product names, consistent sizing, and strong imagery.  Getting these 3 key areas right will go a long way — especially for online orders – to you receiving orders.

Be clear about delivery and collection: Always look at the previous year’s Valentine's records for the number of deliveries you made, and how many (approx.) orders were made for collection. From this you should be able to guesstimate your delivery numbers and collections for the coming peak. Only you know how your business is going year on year….is it growing and if so by what %? Or, is business quieter than the previous year? If it is, you may want to look at either dropping your forecast OR, (always be positive), look at how you can increase incoming orders.

Once you have a guestimate /forecast of orders and deliveries, you will need to plan vehicles, drivers etc. Once you have them booked and hired, set realistic delivery limits for the 14th February, to manage everyone’s expectations.

When taking orders, be clear on the delivery service you are offering on Valentine’s Day. Do not take timed orders (unless it is a wedding or funeral). Let your customers know the time frame when their order could be delivered. For example: between 8am and 6pm. Few things damage trust faster than missed or late Valentine’s deliveries.

I would encourage click-and-collect or timed collections as these can be a lifesaver. Clearly communicate collection times. Customers appreciate honesty, even if it means adjusting expectations.

Price confidently: Wholesale prices rise, staffing costs increase and the workload intensifies. Your pricing should reflect this. Under-pricing leads to exhaustion and resentment; fair pricing leads to sustainability.

·       Clearly display prices online and in-store

·       Avoid hidden delivery charges

·       Ensure prices match across all your platforms.

Remember, Valentine’s Day customers are often buying with emotion. They want reassurance, quality, and trust that you will create/deliver what they have ordered.

DON’T

Don’t rely solely on red roses: Yes, red roses are iconic, but relying entirely on them is risky. Supply issues, quality inconsistencies, and customers looking for alternatives or something a little less pricy than red roses, means it’s wise to diversify. Which is why working on a tight product collection is so important. Many customers are increasingly eco-conscious and open to non-traditional choices — especially when beautifully presented, thoughtfully described and creatively named!

Don’t accept orders you can’t fulfil It’s easy to say “yes” in the moment, especially when the shop is buzzing and the phone won’t stop ringing. But accepting orders beyond your capacity can lead to stress, upset and unhappy customers, late or missed deliveries, complaints on social media and a frustrated team.

Know your limits. Protect your team, your standards, and your reputation.

Don’t forget about your team: A happy team is a happy business. Never under estimate how vital it is to look after your team, including extra staff you have asked to help.

Valentine’s Day is intense — physically and emotionally. Long hours, repetitive work, and pressure from customers can take their toll. I am very keen to always look after my teams, no matter what. Go that extra mile to ensure they feel appreciated and looked after.

Provide food and drinks including snacks: mix of fresh fruits, biscuits, savoury snacks, chocolate, sweets, various hot drinks, cold drinks and plenty of water. Ordering a take away delivered to the shop the night before to keep the team fuelled is worth every penny! Keep communication calm and clear and say thank you for all their hard work and dedication. A supported team works better, makes fewer mistakes, and feels proud of the results.

Don’t ignore customer communication Valentine’s customers are often anxious — especially last-minute buyers. Clear, friendly communication makes a huge difference.

If something goes wrong (because sometimes it will), respond promptly, politely, and professionally. A well-handled issue can actually strengthen customer loyalty. Try to update your website and social media regularly with:

·       Ordering deadlines

·       Sold-out notices

·       Delivery updates.

Valentine’s Day is about love, connection, and thoughtfulness — values that we florists embody all year round. While it’s a commercial peak, it shouldn’t come at the cost of your wellbeing or your brand.

So, take a breath, trust your expertise, and remember: you’re not just selling flowers — you’re helping people express feelings they sometimes struggle to put into words.

And that, even on the busiest day of the year, is something to be proud of.

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With over 35 years’ experience, Karen Barnes is one of the UK’s leading consultants to the floral industry and an expert in product development, future trends & colours, and floral photography design & planning. She’s an interior floral designer, high profile wedding and event floral planner, and prominent international competition judge.

From teaching on a one-to-one basis to coaching small, intimate classes and larger teams, Karen can encourage, motivate and mentor your next step in the florist industry. Sharing her vast experience, Karen can help you expand your knowledge and creativity.