After a long year away from friends and family, everyone is looking for ways to connect with loved ones. This means that Valentine’s Day sales have the potential to be higher than ever, even with a Sunday event. Holiday statistics pulled from Society of American Florists’ member surveys can help shed light on Valentine’s Day buying patterns from 2020 and highlight opportunities for growth this year.

• In 2019, 28 percent of American adults (37 percent of men, 19 percent of women) purchased flowers or plants as gifts for Valentine’s Day.
• 52 percent of these people bought flowers or plants for their spouses, 24 percent bought for their significant other, 23 percent for their mother, 15 percent for their child, 12 percent for their friend, 9 percent for their self and 16 percent for another relative.
• 84 percent of consumers typically buy roses while 41 percent buy another type of flower like tulips, carnations and lilies, 45 percent buy mixed flowers and 29 percent buy plants.

This data shows that, while men generally purchase flowers for romantic reasons, women are likely to send flowers to their mothers, friends, and children in addition to their sweethearts. 2021 is the perfect year to recognize that Valentine’s Day isn’t just a holiday for romantic partners and encourage customers to celebrate Palentine’s and Galentine’s Day. It is also important to provide customers with recommendations for creating the perfect arrangement and remind them that roses aren’t the only flower to purchase this Valentine’s Day.

Find more industry statistics here and utilize SAF’s Valentine’s Day Resource Center to prepare for a successful holiday.

Stephanie Brady is the Project Coordinator for the Society of American Florists.