Dozens of people bustle around the shop, hustling to pick up orders or select the best bouquet. Bright reds and pinks fill the room, and bouquets feature hearts or teddy bears in addition to the usual colorful flowers. Florists only pause to smile and say thank you as customers line up one after another at the counter. It’s Valentine’s Day season at Nanz and Kraft, and the holiday rush is in full swing.
Historically, flowers have been a way for people to demonstrate their care. This trend has continued over time and is especially apparent on a date like Valentine’s Day. Therefore, the month of February means a rush of flower orders for shops such as Nanz and Kraft.
Isa Santiago has been working in the floral industry for 10 years and has been an employee at Nanz and Kraft for three. Each year, she notices the increase in orders around holidays like Valentine’s Day.
“Sales definitely increase due to the fact that it’s a major holiday,” Santiago said. “People take that day of celebrating their loved ones, their partners and showing more appreciation.”
This increase in sales occurs nationwide. According to the Society of American Florists, in 2022, Valentine’s Day accounted for 30% of all flower purchases, and 22% of people bought flowers for someone.
Overall, flowers have become a widespread gesture of appreciation. However, on Valentine’s Day, this doesn’t just account for one color or type. While roses dominate sales, other flowers like orchids are also popular. Bouquets also increase in purchases around this holiday, with mixed flowers accounting for about 38% of overall sales.
At Nanz and Kraft, Santiago notices these patterns. She said that each flower has a meaning, and this aligns with which types are bought most often at certain holidays. For example, roses symbolize passion and romance, so they’re more likely to be purchased around Valentine’s Day.
However, people don’t always purchase flowers for their symbolic meaning or purpose. Now, receiving flowers on holidays like Valentine’s Day has almost become an expectation for some.
“People expect flowers on a major holiday. They wanna be thought of and felt loved,” Santiago said. “They wanna make sure that people know that they’re loved by their significant other.”
As the Valentine’s Day rush continues, the consistent stream of customers at Nanz and Kraft reflects more than just a seasonal spike in business; it highlights a tradition rooted in connection. Whether given for their symbolic meaning, vibrant colors or simply because they are expected, flowers remain one of the main ways people express their love for one another.
For a holiday centered on love and appreciation, each bouquet serves as a reminder that small gestures and traditions carry deeper meaning.
