As 2025 approaches, wholesalers are preparing for what is traditionally the busiest day of the year in the floral industry. Ensuring your business is well-prepared for Valentine’s Day can lead to a successful and profitable holiday.
Nick Fronduto, Chief Operating Officer at Jacobson, and Kyla Szymialis, National Floral Supply Manager at DWF Wholesale Florists Company, discuss the importance of understanding demand and reviewing sales data from previous years.
“Compare, research, plan, order, execute! Comparing sales data from previous years to identify what worked and what can be improved,” said Szymialis. “We then dive into researching the latest market trends, colors, and designs to best supply our customers with products the consumer wants.”
Jacobson conducts post-holiday discussions with their sales staff to gather insights, which are then reviewed the following year to assess what strategies were successful and identify areas for improvement. These post-holiday insights from the sales team are extremely valuable.
“We look at projections and business trends to try to get a sense from customers where the business is going. We also look at what shipped last year and talk to customers to see what they will need,” commented Fronduto.
Fronduto adds that it’s critical to consider the day of the week that Valentine’s Day falls on, as this can significantly impact sales.
At DWF, Valentine’s Day is referred to as the flower “Superbowl!” “The excitement around Valentine’s Day is infectious, and our branches really come alive with energy during this time,” said Szymialis. “Our goal is to carry that same excitement throughout the year. Flowers shouldn’t just be seen as a one-time novelty – they should be a regular, joyful part of everyday life!”
When preparing for the holiday, Fronduto advises retail florists to communicate their needs to wholesalers well in advance. “If you see a change in trends or the day of the week is going to affect your situation, communicate that to your wholesaler. It’s all about planning ahead of time, deciding what you’re going to sell and how you’re going to sell it. Everything will go more smoothly.”
Planning and preparation are the key to success for Valentine’s Day in 2025. By forecasting demand, managing inventory, analyzing market trends, and providing exceptional customer service, wholesalers and retail florists are well-positioned to have a successful holiday.
As Szymialis puts it, “We believe in collaboration over competition, especially during such an important holiday. We’re all part of one flower community, and by working together, we can make Valentine’s Day a success for every facet of the industry! Even if we’re not a florist’s first choice, we aim to be their second! Let’s support each other and make this holiday as positive and rewarding as possible!”
Danna Avsec
Key Account Manager, Smithers-Oasis
