Every year, more than $40 billion is spent worldwide on flowers, according to author Amy Stewart. Much of that is spent on gifts for Valentine’s Day.
While the impact is global, local florists find themselves caught up in the various challenges facing the flower industry, from weather to the ability to get orders filled.
More than 75 percent of flowers sold by American florists are imported, and the world’s leading producer of quality roses is Ecuador.
“Valentine’s Day is the biggest single day of the year for sales,” said Mitch Ballas, co-owner of George’s Floral Boutique on College Avenue in State College. “And the fact that it is on a Tuesday this year is going to mean even better sales, because people will be more focused on the holiday than they would on a weekend, when people have other things to do.”
Ballas, co-owner Randy Ammerman and store manager Brooke Thomas agreed that orders for Valentine’s Day will be about 100 times the amount on a normal day.
Thomas noted that orders for roses — the most popular flower for Valentine’s Day — have been placed long ago to ensure a secure delivery.
“We try to get local products when possible,” Ballas said. “Our roses come from a farm that we have a close relationship with in Ecuador.”
Mike Albright, manager of Woodring’s Floral Gardens on South Allen Street in State College, said that on Valentine’s Day, his staff will sell 10 times the volume of a normal day.
Albright said his store’s orders for Valentine’s Day were placed before last Christmas. “There is only so much supply of flowers,” he said. He ought to know when to order. He’s been in the floral business for more than 40 years.
While the sales volume is a boon to the flower industry — including small local florists — there are also many challenges to be faced.
“Two things that I worry about are the weather on the day and being able to get enough staff to help, people who are good, experienced people. We have a bank of people we can call on,” Albright said.
Bad weather can impede business in two ways. First, by discouraging customers from going to the store and second, by making deliveries difficult.
Ballas and Ammerman discussed an even greater challenge — the sale of flowers in big box and grocery stores.
“The grocery stores deal in volume. We can’t buy out entire flower farms. We like to see local businesses supporting one another,” said Ballas.
Flowers are a commodity, traded on the commodities market the same as oil and Florida oranges. “And flowers are graded, the same way that eggs are graded. We only sell the top two grades.”
Every florist worries that their flower orders will be delivered on time and in perfect condition. “We don’t want them sitting in a truck overnight in freezing temperatures,” said Ballas.
Both staffs focus on happy customers.
“We can’t compete with grocery stores on price,” said Albright. “We compete with excellent customer service. To some online companies, service means dropping a box at your doorstep.”
