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Society of American Florists
Press RoomHolidays Statistics

 

Valentine's Day

Estimated number of roses produced for Valentine's Day
in 2007: 214 million


Holiday Ranking
Based on consumer purchases of fresh flowers and plants* for holidays at all outlets:
Holiday
Transactions
Dollar Volume
Christmas/Chanukah
30%
30%
Mother's Day
24%
25%
Valentine's Day
20%
25%
Easter/Passover
13%
10%
Thanksgiving
6%
5%
* Note: Of fresh flower purchases only, Valentine's Day ranks No. 1, capturing 36% of holiday transactions and 40% of dollar volume. Valentine's Day is also the No. 1 holiday for florists.

What are consumers buying?
Type of Fresh Flower or Plant
Percent
(Multiple Responses Allowed)
Red Roses
48%
Mixed Flowers
47%
Roses (not red)
33%
Another type of flower other than roses. For example, all tulips, all carnations, all lilies.
30%
Plant
26%

Who's buying for Valentine's Day?

Valentine's Day floral purchases by gender: 63% are made by men; 37% by women. Of rose-only purchases: 74% are made by men; 26% by women.


For whom flowers or plants were purchased?
(Multiple responses allowed)

While men buy mostly for romantic reasons, women use Valentine's Day as an opportunity to show they care to mothers, daughters and friends, as well as their sweethearts. Women even treat themselves on Valentine's Day.

All
Men
Women
Spouse
54%
64%
36%
Significant other
19%
22%
12%
Mother
17%
10%
28%
Child
13%
9%
20%
Self
10%
2%
22%
Friend or acquaintance
7%
6%
8%
Other relative
5%
2%
9%
Grandparent
4%
3%
7%
Sister
4%
3%
5%
Father
2%
1%
4%
Other
2%
2%
2%


Data collected by IPSOS-Insight FloralTrends Consumer Tracking Study, 2005; and eNation National On-Line Research, Synovate, 2007.

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