VALENTINE’S DAY SALES

Our annual Valentine’s Day survey asked floral departments across the country to share their sales results for Valentine’s Day 2016 and found that 53 percent of florists experienced decreased customer spending during the holiday weekend.

Nearly half of respondents (46 percent) reported sales decreases between zero and 10 percent, and 36 percent said their sales decreases were between 10 percent and 25 percent, despite florists’ efforts to maximize individual sales. The majority of floral retailers, 85 percent, said the dollar amount of their average sale was the same as or higher than that of the 2015 holiday.

In addition to poor weather conditions for many florists during the 2016 holiday, an overwhelming majority of respondents said their shops’ sales were negatively affected by the fact that Valentine’s Day landed on a Sunday this year. This is likely to have contributed to the decreased sales in the floral industry, causing some missed opportunities for workplace delivery orders during the business week.

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