What is in a name? Roses apparently don't smell so sweet this Valentine's Day

When you think "Valentine's Day" do you think about roses? Sales of roses as a percentage of all Valentine's flower orders however have been falling for years.

Consumers seem to be opting for less thorny gifts this Valentine's Day

Have roses started to lose their appeal? M Science data shows that consumers may have been trading the stemmed symbol of romance for other blooms these past few Valentine's Days, bucking years of tradition.

Valentine's Day is one of the two biggest days for the delivery flower industry along with Mother's Day (May 10th this year, mark your calendar). According to M Science analysis, during February's spike in sales in previous years, roses made up the majority of flowers sold online.

In 2019 however, roses fell to a bare majority of flowers sold in our data. In the 2020 Valentine's shopping period, the popularity of roses appears to have slipped again with the proportion of roses falling to new lows and tracking well below 2019.

What then has replaced roses as the gift of choice for beloveds everywhere? Many shoppers on delivery flower websites are skipping the stems altogether: popular products include succulents and potted plants that will last long past cut flowers along with other traditional gifts like teddy bears and chocolates.

Happy Valentine's Day, data lovers!

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