Why Are These Roses So Darn Expensive?

Ever wonder why your roses are so expensive around Valentine's Day? Is it because growers and companies are gouging you when you need them most?

 

Not really.

 

There are a few reasons that roses are costing you more during Valentine's Day.

1.) In order for a grower to meet the demand of over triple rose stems during February, they must do what's called pinching stems on the plant in November. When you pinch off the bloom from a rose plant, the stem splits and grows 2 stems when it comes back. The average lifespan of a rose plant is 3-8 years old so planting more rose plants when Valentine's Day rolls around is not an option to meet the increased demand for a 2 week period.

If a grower pinches off blooms in November, this means he has zero sales from the plants all throughout December and January but 2-3 times more stems at Valentine's Day. The calculated price of a stem in February is adjusted to offset the lost revenue for December - January.

So, the increased price per stem in February is a service to the customer whom demand these flowers when they want them at Valentine's Day. Ask any grower and he/she will tell you they would prefer to grow a regular crop year round than pinch for peak holidays.

2.) The 2nd reason flower prices go up for Valentine's Day has to do with shipping. Throughout most of the year, over 133 cargo flights arrive at Miami International Airport per day, many of them dedicated flower flights. The planes bring flowers to Miami and return to Colombia and Ecuador with consumer product goods such as denim, computers and agricultural products. At Valentines as many as triple the number of flights come north with cut flowers for your holiday but their is not enough southbound products to make these flight the most efficient. So the cost of freight almost doubles as many planes head back south empty to pick up more flowers.

3.) Valentine's Day for florists is a "get it done" holiday where efficiencies are often overlooked. Overnight wages at time and a half are paid in an extraordinary effort to make flowers happen. During the first half of the month of February, the floral industry goes above and beyond to meet the needs of its customers from the grower to the end consumer. We all work hard to make it happen each year.