By Glorious Sefako-Musi

Florists and online retailers are preparing for an influx of last-minute buyers, with many having already placed their orders well in advance.

Online retailer Netflorist anticipates selling at least 25 000 bouquets this Valentine's Day, with each order potentially creating connections between 50 000 people, as there is always a sender and a recipient. The company has also pledged to deliver 200 stands of roses across South Africa (SA) to meet the growing demand.

In a shift in gifting trends, florists have observed more women going the extra mile to show affection by spoiling the men in their lives this year. “It’s really lovely to see this change,” said a Netflorist representative.

Jason’s Flowers in Johannesburg, having prepared for Valentine’s Day orders for the past two months, is facing challenges due to climate change. With unpredictable weather conditions impacting local rose production, florists are now importing flowers to ensure quality. The price of roses has also risen significantly, with prices now ranging between $1.33 to $1.59 per stem, up from the typical $0.80 to $1.06.

Similarly, Oakland Park Florist is witnessing a boom in sales, but owner Sylvia Thabani expressed concern over the soaring costs of roses. “The prices have gone ridiculously high,” she noted, adding that the shop is finding creative ways to meet customers' needs despite the challenges.

Qatar Airways has also ramped up efforts to meet the global demand, increasing freight capacity by 400 tons in the past two weeks alone. By the end of Valentine’s Day, the airline expects to transport over 25 million roses.

This year, the trend is not just about roses. Many buyers are opting to pair flowers with chocolates, wine, teddy bears, and personalised gifts, providing a boost to local businesses and contributing to the economy.

--ChannelAfrica--