Floria.ro: Average order increases by 30% for Valentine’s Day

According to data from Floria.ro, a leading online retail florist in Romania, the red rose remains the most popular choice for Valentine's Day, whether it's offered in a bouquet of roses or alongside exotic or less common flowers. The first orders with delivery on February 14th are placed as early as January, with a peak in pre-orders in the week leading up to the holiday, and the average budget allocated per order increases by 30% compared to a regular day.

Roses, freesias, and hydrangeas are Floria's customers' favourites, with roses being the most present in most ordered bouquets from the previous year. In terms of colour, when it comes to Valentine's Day, red remains the star, whether we're talking about roses or other flowers.

"Red has a strong visual impact, it expresses love and passion, and remains the favourite colour of lovers. However, if a few years ago, customers asked for monochromatic bouquets with 5 or 7 roses, gradually preferences shifted towards arrangements that include exotic elements, with roses placed next to orchids or alongside flowers like lisianthus or alstroemeria. Besides the aesthetic consideration, we always take into account the durability of the products, choosing flowers with the same resistance and lifespan. It is, of course, an extremely busy period for the flower market, and we encourage and insist on pre-orders, so that the bouquet contains exactly the desired flowers and arrives exactly when it should to the recipient," says Marina Popescu, CEO of Floria.ro.

Who orders for Valentine's Day and what budget do they allocate?

In terms of sales, Valentine's Day ranks 2nd in annual sales, after March 8th. The number of orders increases by over 10 times compared to a regular day. Additionally, the average flower orders for Valentine's Day are 30% higher than the annual average, but there are customers who allocate even several thousand lei for this occasion. While in terms of annual orders, women lead by a large margin, with over 60% of total orders being placed by women, when it comes to Valentine's Day, over 90% of customers are men.

The most ordered floral arrangement for Valentine's Day is "Colorful Dreams," consisting of pink mini roses, purple lisianthus, and alstroemeria, followed by rose bouquets combined with orchids or hydrangeas. Chocolates, books, eclairs, wine, or cosmetic products complement orders placed for Valentine's Day.

"Generally, most orders are for roses either in a box or in bouquets of 7-9 stems, combined with other flowers, but on this special day, we also have requests for the 301 rose bouquet", adds Marina Popescu.

From a territorial point of view, nationally, most Valentine's Day orders are delivered in Bucharest, Cluj, Timisoara, Iasi, and Brasov, and internationally in the United Kingdom, United States, Italy, France, Spain, and the Netherlands.