Valentine’s Day is not just about romance and roses; it’s a high-pressure marathon of orders, emotions, and endless red petals for the floral industry. Whether you’re a seasoned florist or facing your first February 14 rush, surviving (and thriving) on the year’s busiest day requires preparation, strategy, and a little bit of self-care. Here are some tips to make sure you come out on the other side with happy customers and a successful shop.

Plan Ahead

The earlier you begin, the smoother the week will run.

• Review past Valentine’s Day sales to help forecast what you’ll need.
• Order hard goods early—vases, ribbon, flower food, cards, and packaging.
• Create a clear production timeline and staffing schedule to avoid last-minute chaos.
• Create marketing plan and assets

Partner with Your Wholesaler

Your wholesaler is one of your most valuable allies during peak season. Communicate early and often.

• Discuss flower varieties, quantities, delivery schedules, and pricing well in advance.
• Consider staggering deliveries to keep product fresh.
• If demand shifts—up or down—communicate right away.
• Ask about substitute blooms or color variations if red roses become scarce.
• Explore mixed bouquets and premium add-ons to increase value.

A strong wholesaler relationship means better flexibility, fresher product, and priority support when you need it most.

Simplify Your Designs

Streamline to speed up production without sacrificing quality.

• Create a set menu of 6-10 best-selling arrangements.
• Use clear, consistent pricing.
• Write recipes for every design to ensure speed and uniformity.
• Pre-make arrangements and prep containers days ahead.
• Design in multiples to save time. Creating multiples of the same design is more efficient.

Consistency = efficiency.

Staff Smart

More hands on deck means less stress and faster turnaround.

• Bring in extra help: freelance designers, drivers, and checkout staff.
• Cross-train team members so everyone can jump where needed.
• Keep everyone fueled—snacks, water, and meal breaks are essential.

A supported team works better. Always.

Manage Stress & Keep Morale High

Valentine’s Day is intense—energy matters.

• Schedule short breaks to prevent burnout.
• Keep music upbeat and the environment positive.
• Celebrate small victories throughout the day.
• Stay hydrated and don’t skip meals—you’re a human, not a robot.

Communicate Clearly With Customers

Set expectations early and confidently.

• Promote order cut-off dates across social media, online ordering, and in-store signage.
• Offer “designer’s choice” options to allow creative flexibility.
• Provide delivery windows instead of exact times to reduce stress and complaints.

Clear communication = fewer last-minute issues.

After the Holiday

A strong finish sets you up for next year.

• Review what worked and what needs improvement.
• Record inventory notes, best-sellers, and any shortages.
• Thank your staff, drivers, and wholesalers—gratitude strengthens your team for the year ahead.

Planning, organization, and preparation are the keys to surviving the holiday. By offering thoughtful designs and exceptional service, you can transform a single day of romance into lasting customer relationships. Here’s to a Valentine’s season filled with beautiful blooms and happy hearts.

About the Author
Nita Robertson, AIFD, is a floral industry leader, educator, and creative professional with more than 20 years of experience. A Certified Floral Designer since 2014 and inducted into AIFD in 2015, she has held leadership roles, including Teleflora Education Unit Past President, AIFD Northwest Regional Past President, and currently serves as National Marketing Committee Chair. Nita owned Santa Cruz Floral for 17 years before becoming Publisher and Sales Manager at Florists’ Review Media Group (2021–2025), where she combined editorial leadership, advertising strategy, and design education to grow engagement across print and digital platforms. Today, she continues to inspire and strengthen the floral community nationwide as one of the industry correspondents for New Bloom Media.

Published by New Bloom Media
New Bloom Media (NBM) is the first multi-channel B2B media platform dedicated solely to the floral industry across the Americas. Through thought leadership, industry insights, and collaborative storytelling, NBM helps businesses innovate, connect, and thrive.

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