Do Roses Remain the Most Popular Choice for Valentine’s Day?

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JEREMY MAGGS: Let’s talk about red roses. Valentine’s Day isn’t just a celebration; it’s a major industry. Millions are spent annually on flowers, chocolates, and other gifts. But have you considered the economics of it all? What causes red roses to become significantly pricier this time of year? How do businesses ensure that countless romantics receive their gifts punctually?

I’m eager to explore the business dynamics of romance. Joining me is Savannah Plaskitt, the head of marketing at NetFlorist, one of South Africa’s leading online gifting services. Savannah, good afternoon, and welcome. So, how busy is Valentine’s Day for your team?

SAVANNAH PLASKITT: Hi Jeremy, and hello to your audience. Valentine’s Day is incredibly bustling for us. You can truly feel the love in the air in South Africa right now. This is our peak season, growing by nearly 300% during this time.

JEREMY MAGGS: I can only imagine as we speak, your warehouse is bustling with people preparing floral arrangements and ensuring deliveries proceed smoothly. It truly is a logistical undertaking, isn’t it?

SAVANNAH PLASKITT: It absolutely is. We actually start planning for the next Valentine’s Day right after the previous one ends. During this season, we bring in extra hands to help us create that special experience and ensure timely deliveries. This year, we anticipate delivering around 20,000 gifts, meaning 50,000 individuals across South Africa will be celebrating love and connection through their gifts.

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JEREMY MAGGS: Red roses continue to be the quintessential flower for Valentine’s Day, correct? Are people becoming more inventive, opting for other gifts or experiences instead?

SAVANNAH PLASKITT: Certainly. It’s the red rose’s season to shine. Although the arrangement styles and additional flowers may evolve each year, the red rose bouquet has been our top seller for 26 consecutive years.

It symbolizes love and has a longstanding association with Valentine’s Day. We are observing a rise in the popularity of pink roses and sunflowers, which have become a South African favorite, but this is undoubtedly the peak time for red roses.

JEREMY MAGGS: However, we do know that prices tend to surge around Valentine’s Day, akin to Uber’s surge pricing. What drives these price hikes, and can customers employ strategies to secure better deals?

SAVANNAH PLASKITT: The significantly heightened demand during this period drives up the prices. Customers seeking better pricing should consider florists that establish direct relationships with suppliers to secure their stock well in advance instead of depending on market fluctuations and purchasing closer to the actual date.

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JEREMY MAGGS: Savannah, have there been any shifts in consumer behavior this year? Are consumers spending more or less on Valentine’s gifts, especially considering that many are facing financial challenges?

SAVANNAH PLASKITT: Those who can treat and spoil their loved ones are certainly going above and beyond this year, as they do annually. The trend continues to show that this occasion remains significant for us. South Africans want to indulge each other and use this day as an opportunity for something special.

Even though, like other businesses, we have felt the economic pressures, we are still witnessing people stepping up to express their love.

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JEREMY MAGGS: With flowers and other perishables like chocolates, logistics must be exceptionally well orchestrated. How challenging is it to ensure fresh deliveries reach customers on time? That can be tricky at times.

SAVANNAH PLASKITT: It certainly can be. With 26 years of experience, we prioritize our customers’ satisfaction in receiving their gifts. We closely adhere to a cold chain process to ensure that when flowers arrive at the customer’s door, they are as fresh as when they left the farm, and we take immense pride in timely delivery of fresh blooms.

JEREMY MAGGS: Personalized gifting has also become a prominent trend. How has NetFlorist adapted to this, and have you faced any peculiar requests?

SAVANNAH PLASKITT: We’ve observed a significant global trend toward personalization over the past decade. Customers want to differentiate their gifts by including the recipient’s name, a special note, or even a photo, demonstrating their thoughtfulness. We’ve increased our capability to offer personalized products and expanded our diverse range of items available for customization. This has become our fastest-growing trend in South Africa.

Our top-selling non-floral gift this year is a personalized glass display tile, a sleek glass piece similar to a small photo frame that can sit on a desk, allowing customers to add a photo and a unique message.

JEREMY MAGGS: Savannah, before we wrap up, and I might be asking for myself and my engineer, Ed, how do you handle last-minute shoppers? Is there a cut-off time for same-day deliveries? Some of us might be in a panic on February 14th if we’ve forgotten something.

SAVANNAH PLASKITT: Certainly! My aim is to ensure as many people as possible remember Valentine’s Day early in February. But if you find yourself in a last-minute scramble, don’t worry—we’re available for orders to make your day memorable. If you’ve exhausted other options, a heartfelt note can always suffice.

JEREMY MAGGS: Are you taking notes on this, Ed? He’s nodding! Thank you so much, Savannah.

SAVANNAH PLASKITT: There’s still time! [chuckle]

JEREMY MAGGS: We’re still in the clear! I understand you have a busy evening ahead. Thank you for joining us, Savannah Plaskitt, head of marketing at NetFlorist.

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