[Carlsbad, CA] – Following the 2026 Valentine’s Day season, early reports across the floral industry indicate a robust performance, with many retailers and stakeholders seeing increased sales revenue over previous years. This surge in holiday success comes as the national “Just Add Flowers” campaign continues to saturate the market, suggesting that consistent, year-round advertising is successfully influencing consumer behavior.
While various market factors contribute to holiday spikes, industry leaders point to the cumulative impact of That Flower Feeling’s innovative marketing as a key driver in keeping flowers as a first-choice gift. By moving beyond traditional “special occasion” messaging, the campaign has worked to shift the consumer mindset toward flowers as an “everyday essential” for self-care, home decor, and mindfulness.
“Historically, florists have seen a drop in sales when Valentine’s Day falls on a Saturday, but we experienced the opposite this year,” said Chris Drummond, owner of Penny’s by Plaza Flowers and Board Chair for That Flower Feeling. “I spoke with nine florists throughout the country, and all said sales increased this Valentine week compared to 2025, some reporting double-digit percentage increases. Our messaging is resonating with consumers and flowers are top of mind. This translates to more sales every day and especially when there is an immediate reason to buy, such as Valentine’s Day.”
Adding a perspective from the retail front, Kevin R. McCarthy, Family Owner and CEO of Family Flowers—a multi-unit corporation operating over 40 family-owned locations across 10 states—noted the resilience of floral gifts in the current economy.
“I was pleasantly surprised to see stronger results than we predicted for a Saturday Valentine’s Day,” said McCarthy. “In an uncertain economy, people may skip the jewelry or the weekend trip—but they still celebrate each other. Valentine’s performance reinforced the fundamental truth that flowers convey meaningful emotions at a price point consumers can justify. Flowers aren’t a splurge—they’re a small investment that add more meaning to Valentine’s Day and every day.”
The campaign’s impact is also being felt strongly in the grocery sector. Randy Hanson, Floral Buyer & Marketing Specialist for Associated Wholesale Grocer, highlighted how strategic pillars are changing shopper habits at the store level.
“Our strategy highlights the ‘Just Add Flowers’ pillars of Self-Care, Home Decor, and Mindfulness,” said Hanson. “These elements encourage shoppers to view flowers as essential components of a healthy lifestyle rather than just occasional gifts. We provide our 350 store members with access to ‘Just Add Flowers’ media assets for use in social media and digital advertising. This allows our members to maintain a cohesive brand image without the expense of designing their own campaigns.”
Frances Davis, Director of Floral at Lilly’s Custom Floral (Pyramid Foods), who works closely with the grocery sector, echoed this sentiment regarding the shift in consumer habits.
“We had no shortage of guests walk into our stores to buy for the holiday or any other day for that matter,” added Davis. “Clearly they made a few adjustments but still knew the value of floral in their life and in the lives of their loved ones. All [our stores] embrace the importance of marketing and benefit of floral in a supermarket.”
A critical component of this success is the active participation of industry professionals who are utilizing these marketing and media assets available on the backend of the That Flower Feeling website. By leveraging these professionally designed tools, florists, wholesalers, and grocery retailers nationwide are carrying the “Just Add Flowers” message forward in their own local markets, creating a unified voice that resonates with consumers across all platforms.
The “Just Add Flowers” initiative, a 501(c)(6) collaborative effort, is designed to create a long-term cultural shift by highlighting the emotional and wellness benefits of fresh flowers. Current data indicates that the campaign’s presence on platforms like YouTube, TikTok, and Pinterest is successfully reaching a broad demographic of men and women ages 25–55.
To sustain this momentum, the foundation emphasizes the ongoing need for industry-wide funding. Continued contributions allow the campaign to evolve and stay top-of-mind for consumers during the holidays and every day in between. Industry stakeholders are encouraged to visit www.thatflowerfeeling.org to contribute and access the assets needed to support year-round success.
About That Flower Feeling
That Flower Feeling is a 501(c)(6) collaborative effort, funded by floral industry stakeholders, to promote the use and enjoyment of fresh flowers in the United States. The national “Just Add Flowers” campaign is dedicated to creating a cultural shift that encourages consumers to embrace flowers as a regular part of their lives, highlighting the emotional, wellness and happiness benefit they bring. Through innovative marketing, compelling content and strategic partnerships, That Flower Feeling aims to increase floral consumption and support the growth of the entire floral industry. For more information, visit www.thatflowerfeeling.org.
