• Spending at florists this Valentine’s Day expected to soar past $21 million
• Australians embrace last-minute dash to florists with spending 700% higher than normal on 14 February, eclipsing online deliveries and pre-paid orders
• 30-year florist in Melbourne’s Camberwell Fresh Food Market says Valentine’s Day only getting bigger

Lovestruck Australians are expected to spend more than $21 million on Valentine’s Day flowers this year but new spending insights from NAB reveal we are a nation of last-minute lovers.

New data from Australia’s largest business bank, NAB, reveals spending at florists ramps up two days ahead of 14 February but doesn’t peak until Valentine’s Day itself when hasty hearts put the petal to the metal:

• Florists experience their busiest day of the year on 14 February; there are around 150,000 transactions and spending is around 700% higher than normal.
• While many people prefer to get in early or order for delivery in the lead up to the big day, the last-minute rush on 14 February alone is equivalent to the combined spending of two days prior.

More than $21 million was spent on Valentine’s Day flowers last year and NAB Small Business executive Krissie Jones expects Australians to spend even more this year.

“Valentine’s Day is a time when love is in full bloom and our florists are at the heart of it,” Ms Jones said.

“Flower delivery businesses and fresh cut florists experience a whopping 700% increase in spending on Valentine’s Day as Australians seek out a beautiful bouquet for their sweetheart.

“While online shopping and pre-paid flower deliveries are growing, over half of spending on Valentine’s Day blooms happens on the day itself.

“Whether Australians have forgotten the big day is just around the corner or they embrace the last-minute rush for fresh flowers on the way home, we’re a nation of last-minute lovers,” Ms Jones said.

Hermina Bevilacqua and her husband Joe have been running Camberwell Florist in Melbourne’s Camberwell Fresh Food Market for more than 30 years.

“Valentine’s Day for us is big and it’s only getting bigger,” Ms Bevilacqua said.

“We use the prior year to help us predict demand and plan accordingly and we get extra florists in to help, especially in the lead up and on the day.

“Roses are always popular, but we also have lots of orders for bouquets with pink flowers. It’s all about the colours, the textures, and beautiful wrapping. It’s just a beautiful gift to give to somebody.

“Recently, we’ve invested in our online store, and we email our clients a week ahead to remind them Valentine’s Day is coming which helps them plan ahead and pre order.

“There is that excitement of coming into the store on the day, picking something out and having it custom made. It’s that lovey interaction with your customers and they’re pleasantly surprised by what we create for them,” Ms Bevilacqua said.

Despite cost-of-living pressures, Australians continued to prioritise spending on their loved ones for special occasions.

“Valentine’s Day is the perfect time to support your local florist or chocolate shop, restaurant or even jeweller if you’re splashing out,” Ms Jones said.

Extra information:

• Physical and online sales spending on flowers and florists from 12 February to 14 February 2024 was more than $20 million.
• 51% of Valentine’s Day spending occurred on 14 February itself and 49% of spending occurred over the two days prior (12-13 February).
• Spending at florists compared to a normal day:
  • 12 February – 183% higher
  • 13 February – 398% higher
  • 14 February – 699% higher