The hidden supply chain behind Valentine’s Day flowers

Last Valentine’s Day, about 35% of Americans bought flowers. It’s the top holiday for florists, anticipated to bring $2 billion to the floral market this year, according to the U.S. floral industry trade association, the Society of American Florists.

While it’s easy for customers to pick up flowers at the local grocery store, florist shop or to seamlessly order arrangements online, not surprisingly there’s up to a year of forecasting and planning for what one representative from online flower delivery company FTD calls a “last-minute holiday.”

Don’t underestimate the importance of this holiday to the floral industry. The biggest floral holidays are Valentine’s Day and Mother’s Day, but Valentine’s Day is a big percentage of yearly sales, said Victor DiPrato, a sales person at the wholesale Hartford Florist Supply in Connecticut.

High volume, perishable products, fickle winter weather and long transportation routes means that the supply chain must be working smoothly to get the fresh flowers in the customers’ hands at the right time.