In the last full week before Valentine's Day, the turnover was € 142 million. This is the highest turnover ever recorded in the history of Royal FloraHolland.
VIDEO: The busy Valentine's Day rush is over!
FloraMondo also realised a new turnover record. In week 6 almost €6 million were traded via FloraMondo. Valentine's Day is more a flower event than a plant event. The flower turnover was almost €100 million, the highest ever turnover for flowers in one week. Turnover grew by 9% compared with week 6 in 2016. The number of items declined by 5%, while the average price rose by 15%.
300 million stems
Of the total supply of 300 million stems of cut flowers in this week, one-third consisted of roses, one-third of tulips and one-third for the rest of the assortment. The supply of tulips and roses was under pressure: the supply of roses decreased by 8%, the supply of tulips by 11%. The majority of the roses came from abroad, only 20% of the total supply of roses came from the Netherlands.
Growth in turnover of houseplants 11%
For houseplants, the growth was derived more from the quantity of items. The supply increased by 7%, and the average price rose by 4%. It became evident from the proportion of supply of the different products that plants are not as important gifts on Valentine's Day. The supply of pot roses increased by 10%, while the number of Kalanchoë - not really a Valentine's Day plant - rose by 43% and thus showed the greatest increase.
Paymentsense have released their sales data from 1-12 Feb for 2016 and 2017 and compared the sales data for florists, restaurants, gifts and hotels.
Based on the above and compared to last year, more people are preparing to treat their loved ones to something special for the day which could potentially include a gift over dinner followed by spending the night in a nice hotel.