California's Flower Farmers Seek Hectic Valentine's Day Sales

New research debunks the long-held belief that flower sales dip when Valentine’s Day falls on a weekend. California cut flower farmers say they’re busier than ever — harvesting, packing and shipping — to meet consumer demand for flowers that speak the language of love.

Analysts with floral market experts Prince & Prince say the theory of dampened sales on weekends isn’t supported by historical data. Instead, data shows a slight increase in consumer floral purchasing for Valentine’s Day when the holiday falls on Saturday or Sunday, compared to weekday holidays.

The slight weekend sales bump translates into an estimated $130 million in additional floral spending for Valentine’s Day, which this year is expected to top $3.3 billion.

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