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Blog | 4 min read
Valentine’s Day and Its Relevance for the Floral Industry
Miguel Angel Miranda
February 13, 2024
Miguel Angel Miranda
February 13, 2024

Valentine’s Day and Its Relevance for the Floral Industry

Valentine’s Day is crucial for the global floral industry, driving substantial sales and holding strategic importance for flower growers, marketers, and retailers alike.

Together with Mother’s Day, Valentine’s Day accounts for 70% of annual flower sales in the United States, underscoring the pronounced seasonality of the floral market and its reliance on these critical dates to ensure economic profitability.

Challenges Faced by Flower Growers

The floral industry must contend with numerous challenges, particularly during peak demand periods like Valentine’s Day. Growers and distributors must navigate significant hurdles to meet the exponential surge in product demand.

This period is marked by an uptick in logistic requirements, with the sheer scale of operations needed to maintain the flow of fresh products to consumers posing perhaps the most significant challenge. In 2022, for a span of 4 weeks, between 95 and 100 flights of flowers departed daily from Colombia and Ecuador bound for the United States.

Meeting this demand compels floral industry growers to make substantial financial investments to build adequate inventory within a short timeframe. This entails cultivating flowers in large volumes and ensuring they reach the market at the peak of freshness, a critical aspect for maintaining customer satisfaction and a reputation for quality.

Logistical Costs for Valentine’s Day

One of the most significant impacts on the floral industry during the Valentine’s Day period is the enormous increase in transportation and input costs. 

Given the demand and specialized logistics required to deliver fresh flowers, it’s common to see up to a 40% rise in transportation costs annually. This increase encompasses air freight, the most common means to ensure freshness and prompt delivery, and all supply chain links, from specialized packaging to temperature controls and customs management.

These combined factors create a significant financial strain for flower producers and exporters, making financing crucial to overcome these challenges and sustain operations.

Timely access to cash enables growers to support the temporary expansion of infrastructure while ensuring labor payment and necessary inputs to produce harvest, and ship flowers. For distributors, financing allows them to maintain shipment flow without compromising quality or delivery timelines.

Accessible financing during specific times of the year enables the floral industry to maintain stability and efficiency throughout the supply chain, ensuring that end consumers can enjoy fresh and beautiful flowers.

Opportunities for the Floral Industry

There are multiple opportunities for the floral industry in Latin America, particularly in Colombia, the leading agro-exporter to the US market, to expand its presence and competitiveness globally.

Colombia contributes approximately 78% of flowers imported by the United States, primarily due to its capacity to produce a diverse range of high-quality flowers that meet market demands for freshness and beauty. While Colombia benefits from geographically conducive regions for flower cultivation, it’s essential not to overlook the industry’s decades of experience and expertise in floriculture.

Furthermore, strong trade relations between Colombia and the United States, facilitated by trade agreements and export promotion, provide a favorable framework for Colombian producers to broaden their reach in the North American market.

For this reason, Colombia possesses all the necessary ingredients to enhance its floral presence in the United States and extend it to other markets. Naturally, this requires strategic partners to drive floral industry producers and distributors forward, and ProducePay is the ideal ally.

Our goal is to improve the global competitiveness of the floral industry by offering innovative financial solutions that enable access to working capital. This capital is essential for sustaining and expanding operations, enhancing infrastructure, adopting new technologies, and ensuring necessary logistics during demand peaks.

This infusion of capital supports production expansion to meet growing international demand and enhances producers’ ability to maintain flower quality and freshness—critical aspects for success in competitive markets like that of the United States.

Sources: Telemundo, Fedex, Kuehne-Nagel, Voz de América