Love, Roses And Reality: Valentine’s Day Sparks Sales Surge And Sustainability Debate
- Feb 15
- 2 min read
Valentine’s Day 2026 delivered another powerful boost to the floriculture sector, with 464 million flowers traded through Royal FloraHolland’s clocks and direct channels in the run-up to 14 February — up from 452 million stems last year. Of those, around 150 million were roses, underlining the enduring appeal of the classic Valentine’s bloom.
But alongside strong sales, this year’s Valentine’s period also saw a lively conversation emerge around flower choice and sourcing.
Elizabeth Honey, of the British Flower Movement in Nottingham, had urged consumers to consider alternatives to imported red roses, saying red roses were not in season this time of year in the UK or "anywhere really in the southern or northern hemisphere".
"They're kind of the wicked stepmother of flowers... with the biggest carbon footprint. Instead, look to try and buy some beautiful British flowers," she added.
Honey also highlighted structural challenges facing domestic production, noting that while small artisan growers had increased since Covid, they could not replace the loss of larger growers. She called for greater supermarket support, saying wider retail adoption of British flowers could help “start bringing the British flower industry back”. She added that UK-grown flowers carried “no air miles”, emphasising environmental benefits.
However, John Davidson of the British Florist Association (BFA) presented a balancing perspective. He said: "at this time of year, British production alone cannot realistically supply the volume and variety required across the UK.
"It is important that conversations around sustainability are grounded in researched facts rather than assumptions. A blanket criticism of imported flowers risks oversimplifying a complex global supply chain.
"In some cases, flowers grown in warmer climates using natural light - or by Dutch growers using advanced sustainable technology - can be more energy efficient than growing in heated UK glasshouses during winter.
"Consumers deserve informed choice and the industry works best when local and global supply are viewed as complementary rather than in competition."
Florist and wholesaler Helen Chambers, based in Spalding, Lincolnshire, echoed the need for nuance. Chambers, who sells about one million stems annually, said 85% of her flowers were British grown and 15% imported. She said consumers should still be able to buy roses, provided they came from “a source that is credible”.
Chambers added that grower standards were improving globally and that “sometimes we can do the best of both”. While she favoured British-grown flowers where possible — particularly during peak domestic seasons — she warned that continually “flying things around” would contribute to a “massive carbon footprint”.
For the trade, Valentine’s Day once again demonstrated both robust consumer demand and the sector’s increasing focus on sustainability narratives. As volumes moved and bouquets were delivered, the industry found itself navigating not just logistics and sales — but also evolving expectations around provenance, seasonality and environmental impact.
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