Marketing

Valentine's Day business isn't just about romance this year

Photo by istock.com

February 10, 2021

Valentine's Day, the busiest day of the year for florists, isn't just about romance this year as many consumers are using the holiday to express love for those lost to COVID-19 in the past year.

Florists are also seeing firsthand the pandemic impact with many losing customers to the ongoing virus threat, according to a Reuters report.

Deborah De La Flor has been a florist for over 40 years. She told Reuters she's never experienced a February like this year.

"At a time when someone is sending you an 'I love you' card, someone is sending an 'I loved you' card," De La Flor, a Florida florist, told the news outlet.

Florists have seen a huge uptick in business since last spring when the pandemic hit the U.S. despite the lockdowns in the retail segment given the increased number of burials and funerals.

In fact, some florists are turning away funeral business this month due to the love holiday event, as supply chain issues relating to imports remain challenging due to the pandemic. Most flowers, according to the report, are imported from Mexico and Ecuador.