Flower industry ready but concerned about Valentine’s Day timing


The cut flower industry is ready to service the needs of Queensland’s romantics this Valentine’s Day but is concerned about slower sales because the day is falling on a weekend. The industry’s peak body, the Flower Association of Queensland, is getting the word out to its members and consumers to be prepared and get organised.

Valentine’s Day is on a Sunday in 2016 so the industry is anticipating a 15-30 percent drop in flower sales. In the past its members have experienced a downturn in sales whenever the day falls on a Saturday or Sunday. It is thought that this is because deliveries tend not to happen on a Sunday and consumers will need something on the day itself but also as a result of people being away from work and quite simply forgetting about it.

Flower industry Executive Officer Mr Shane Holborn has been discussing options with the industry to reduce the impact of unlucky timing on the industry’s sales.

“We’re reiterating to our florist members to try to open on the Sunday if they can and if not, ensure they promote heavily to locals so people are organised well before the day and pick their flowers up on the Saturday”.


Although the Australian flower industry Valentine’s Day sales trends over the past few years have demonstrated a slow but steady increase, this year’s consumer spend on flowers as a gift is likely to be lower. The industry understands that gift purchases including jewellery, attending events and going out for dinner are always part of the romantic’s repertoire for Valentine’s Day but the day simply wouldn’t be the same without flowers.

“We are letting consumers know that flowers are the traditional Valentine’s Day gift and no matter how great another gift might be, a bunch of flowers will make it more romantic”.

Valentine’s Day is one of the biggest days on the flower industry calendar with the industry growing, preparing and building up to it for months. Queensland growers, wholesalers and florists are relying on a big day to sell their product and warm their own hearts this year.

“Our growers are literally up to their necks in flowers they’ve grown for the day so we’re just urging everyone to have a great day and remember the flowers!” Mr Holborn said.

For more information or local contacts for interviews please contact Shane Holborn, Flower Association of Queensland Inc on shane@flowersqueensland.asn.au or 0403 018 625.