Valentine’s Day Showed WF&FSA Wholesalers a Whole Lotta of Love

By Molly Alton Mullins, Executive Vice President of WF&FSA

Overall, fresh flower sales in 2017 were up compared to 2016, with 38 percent of respondents stating that sales were up more than 10 percent, with almost 9 percent saying fresh flower sales were up 20 percent or more. Rose prices were flat in 2017 compared to 2016, with pre-book sales up in 2017, with 53 percent saying sales were better than last year. More roses were also sold in 2017 than in 2016, with 83 percent reporting an increase. Greens also had a strong showing, with almost 50 percent of respondents reporting increases in sales.

When looking at which products wholesalers sold less of in 2017, poms and carnations were the highest product type reported, with 39 percent of respondents reporting those were the products where they sold less units. However overall, almost 60 percent reported that inventory levels were sold out or nearly sold out at the end of the Valentine’s Day holiday season!

When reviewing floral supplies sales, this year sales were up compared to 2016, with 29 percent stating sales increases of between 10-20 percent. Floral supply pre-book quantities were comparable to 2016, with 45 percent reporting the same quantities, however 27 percent reported an increase.

When asked an open-ended question on what respondents would do differently in 2018, respondents has many different suggestions, including:

“I would press the retail florists to take on more risk with pre-books for next year, assuming the economy is still on track.”

“In order to improve the margin we would probably limit the amount of market availability and trim our buy closer to the amounts prebooked.”

“Better inventory control.”

“Work earlier with logistics companies so we are all on the same page. Buy in less basics and more specialty, novelty flowers.”

And my personal favorite: “pray to the snow gods for clear skies.”

Overall, this year’s Valentine Day’s season improved for WF&FSA members and you can find out more about these results by reading the full WF&FSA's 2017 Valentine’s Day Survey Results, complete with graphs on the data and individual comments. With questions, feel free to contact me at mmullins@wffsa.org and best wishes for a profitable Mother’s Day and beyond!