Florists share expert advice for navigating Valentine’s Day
When thinking of a retailer’s busy season, most people consider major moments like back-to-school or the holiday rush. For florists, however, one of the busiest times of the year falls in February—the 14th, to be exact.
To help florists prepare for Valentine’s Day, our team surveyed floral professionals across the US, spanning family-owned boutique shops to higher-volume operations. Almost everyone we spoke to considers February 14 the single busiest day of the year, with one florist based in North Carolina sharing that Valentine’s Day alone accounts for nearly 20% of their annual sales.
Valentine’s Day was estimated to generate $25.8 billion in annual sales in 2024, with approximately $2.6 billion of that dedicated to flowers.*
That makes it a day of immense opportunity and pressure. Flowers are deeply personal—a way to express love and appreciation. While florists sell bouquets (and often an assortment of complementary gifts), inherent in the sale is the successful execution of a special moment. In fact, one florist based in Texas said exactly that: “We’re not just selling flowers; we’re selling a moment.”
Florists across the board agree: beyond revenue potential, customers who are thrilled with their Valentine’s Day order will continue to think of the same business for other important events. As one florist at a family-owned shop explained, “It’s an opportunity to build trust.”
So what’s the most important piece of getting it right? Our team asked florists for their priorities and strategies in preparing for the big day of bouquets.
Pre-holiday prep: focus on customer expectations and inventory
No matter how big the business, nearly every florist we spoke with reported that, before the big day, they’re focused on making sure they have the right inventory to sell—and that customers are primed to buy. To set the stage well in advance, florists recommend the following tips:
Communicate clearly with customers
Setting expectations up front reduces stress for customers and staff. Florists can share order deadlines and promote special offers through email campaigns and social media. A florist based in Texas highlighted a Roses Are Red Flash Sale offering free delivery for orders placed before February 5 to alleviate some of the last-minute rush.
Prepare inventory to meet customer demand
Many florists report doubling or even tripling their usual flower orders, ensuring that roses and carnations are their primary flowers in stock. One clever piece of advice: “We stock up on versatile blooms like alstroemerias and greenery that can fit into almost any arrangement. It helps us stay flexible when custom orders roll in.” Ordering extra vases, ribbons, and packaging is also crucial to avoid last-minute shortages.
Arrange popular bouquets—and the store footprint—in advance
On Valentine’s Day and the days leading up to it, many florists reported, they change their operations and store layout. To prepare for an influx of orders, your floral business might want to:
Set up for success the night before
Pre-assembling popular arrangements was a standout strategy. A couple of florists noted that they prepare as many standard designs as possible the night before, allowing them to focus on custom orders on the big day. “Valentine’s Eve is a holiday,” one florist based in a busy urban area quipped.
Match in-store layouts to meet day-of traffic
Florists recommend setting up dedicated areas for walk-ins, preorder pickups, and custom orders to keep the Valentine’s Day chaos at bay. Additionally, color-coded tags and digital tracking systems help staff quickly identify and fulfill orders.
Creating Valentine’s Day magic requires high-quality delivery
For most florists, the delivery experience is the defining factor of a successful Valentine’s Day. A florist based in Ohio shared that on this holiday, about 60% of their orders are fulfilled through delivery. Getting ahead of this surge in delivery demand means you’ll want to:
Prepare teams for seamless delivery
Many florists emphasized the importance of coordinating with drivers and planning routes in advance. As one florist based in Colorado explained, “Successful delivery starts with clear internal communication.” Others discussed working with drivers to ensure proper handling of delicate arrangements. “Flowers are fragile,” they added. “Showing drivers how to transport them safely is just as important as making the arrangement look good.”
Ensure that your delivery network is scalable
Last-minute orders can overwhelm even the most organized businesses. A florist who works at a small business admitted, “Valentine’s Day can be chaotic. You’re trying to juggle walk-ins, phone orders, and online sales while managing a slew of deliveries.” Seasonal hires or third-party delivery networks like Uber can help ensure scalability.
Offer memorable Valentine’s Day delivery with Uber
Uber’s delivery technology helps empower florists to thrive during the Valentine’s Day rush without missing a beat. Plus, there’s no one-size-fits-all approach to partnership. Florists can tap into different solutions based on their goals and the audiences they’re serving.
Reach an incremental, on-demand customer base
When customers open the Uber Eats app, they’re ready to place an order for something now—not later. By listing your floral business on the marketplace, you can get in front of eager browsers in their highest moment of purchase intent. Using built-in marketing tools like ads and offers, you can expand your reach even further.
Streamline delivery for local, direct orders
With Uber Direct, you can connect with Uber’s vast courier network and offer on-demand, local delivery for customers who prefer to place orders with you directly—whether on your website or app, through social media channels, or over the phone. Even if you prefer to continue working with your in-house driver team, Uber Direct can help you supplement on days when order demand spikes.
While some florists use Uber Eats to increase visibility and attract new customers through the app, others rely on Uber Direct to build loyalty by managing deliveries through their own channels. Many combine the technology solutions to enjoy the benefits of scalability, increased customer trust, and seamless logistics. Whether leveraging one or both, florists should consider implementing these expert tips—shared directly by internal Uber team members who work closely with florists:
Top 3 strategies for the Uber Eats marketplace
1. Drive orders with ads and offers
By running an ad during this busy time, you can drive more consumers to your storefront and increase your visibility within the app. Pair that ad with a compelling offer to help boost your conversion rate. We recommend offering a sales promotion like a basket discount or running a deal on select items.
2. Create promotional collections
Collections are a great way to showcase popular items, guide consumers to specific products, or offer discounts on select bouquets.
3. Pause orders during demand spikes
If your team is feeling overwhelmed or you're unable to meet demand, notify your Uber Eats Account Manager and consider pausing your store temporarily to avoid accepting orders you don’t have the bandwidth to fill instead of canceling them. This will help avoid customer dissatisfaction and ensure smooth operations.
Top 3 strategies for Uber Direct
1. Offer real-time delivery tracking
Providing up-to-date tracking on the progress of the delivery helps significantly decrease cancellations at dropoff. If you do not have your own tracker, Uber Direct can provide tracking links directly to customers.
2. Check your business hours online
Make sure your e-commerce channels are set up to accept delivery orders only during your operating hours. This prevents couriers in Uber’s network from coming to your storefront when you’re closed.
3. Verify accurate customer information
Double-check that recipient dropoff addresses—including unit numbers, access codes, and phone numbers—are complete and accurate. This provides couriers with the correct details for a smooth delivery.
Ensure smooth operations and satisfied customers during peak seasons
By planning ahead, streamlining operations, and optimizing delivery processes, florists can confidently navigate the holiday rush—whether for Valentine’s Day or other big festivities. From small boutiques to large-scale operations, the key to success lies in preparation and a commitment to customer satisfaction. A florist in Colorado put it best: “Flowers bring happiness, and that’s what makes it worth it.”
If your floral business is looking for a delivery partner to simplify logistics and delight customers, explore how the Uber Eats marketplace and Uber Direct can help. With on-demand delivery technology you can count on, Uber is here to support you during your busiest seasons and beyond.
If you’re already partnering with Uber and need more hands-on assistance, explore the following avenues:
- Reach out to your Uber Partner or Account Manager directly
- Contact Support
- Read our frequently asked questions
*“2024 Valentine’s Day consumer trends,” National Retail Federation (February 5, 2024).
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