Every year, Valentine’s Day brings a surge of demand for florists, often becoming the busiest and most important sales day on the calendar. But a successful Valentine’s Day doesn’t happen overnight. From planning trending floral designs and pricing to staffing strategically, securing wholesale hard goods, and keeping energy and morale high, seasoned floral pros know that real success comes from preparation that starts months in advance.

We connected with three industry professionals who run thriving floral businesses year-round. They’re sharing their top tips, practical strategies, and trusted advice to help floral designers and shop owners, especially those newer to the industry, prepare for a smooth and successful Valentine’s Day in 2026.

How far in advance do you start planning for Valentine’s Day each year?

SAM BOWLES, General Manager & Creative Director, of Allen’s Flowers and Plants, says…

“We start planning the following year’s Valentine’s Day while we’re still in the thick of the current one. Our managers document the entire process with detailed notes, and we regroup afterward to review everything while it’s still fresh.”

CAMERON PAPPAS, Owner, of Norton’s Florist, Events & Gift Baskets, says…

“We begin prepping for the next Valentine’s Day on February 15. Each year, we capture as much as we can while the experience is still fresh – what worked well, what didn’t, and where we can improve. Then we take a moment to breathe and celebrate making it through the holiday. Our goal is to have our Valentine’s collections finalized before the end of November, since that’s when we shift into Christmas. It also allows us to take advantage of early pre-books and secure the best possible pricing.”

Brooke Wetzel, Founder and Lead Designer, of The Plum Dahlia, says…

“I’m always open to inspiration year-round, but I usually start to feel the pressure to prepare around Halloween. That’s when I begin setting price points and paying close attention to shifts in the flower industry, as well as new vases and emerging trends.”

What’s your go-to strategy for sourcing flowers, vases, or hard goods during this busy season?

SAM: “At the busy holidays we rely on the same partners who help us year-round, from hardgoods suppliers to farms and wholesalers.  We place our large orders as early as possible and bring in hard goods early.”

CAMERON: “Norton’s is large enough to buy florals direct from Miami, and I’ve recently begun sourcing some product from South America as well. The most important thing we can do is place our flower orders early to increase the chances of receiving everything we need. The same goes for seasonal decor and hard goods – the earlier, the better. Any specialty containers we plan to use are ordered as soon as we finalize our designs. Once they arrive, we label the boxes and ‘hide’ them in the warehouse to keep them safe until the holiday.”

BROOKE: “Start early! During the holiday season, I begin picking up vases and hard goods in red or metallic finishes that can double for Valentine’s or anything with a romantic or dramatic feel. It’s also the perfect time to grab special ribbons, like velvet or stripes, on clearance. Valentine’s product usually starts trickling in around December, and I’ll snag the vases that catch my attention and build my theme around my favorite new pieces.

Once I’ve settled on my style or theme, I start checking flower pricing trends by the second week of January. I preorder my tried-and-true staples (roses, ranunculus, and peonies) and then choose one or two special stems that are trending or make a simple design feel more custom. Last year, I ordered 100 peach anthurium and took a chance that customers would be open to peach and hot pink alongside traditional reds. It was a hit and an easy add!

I also like to spread my ordering across two to three wholesalers so if something goes wrong, I’m not stuck. Thankfully, being in L.A. gives me access to one of the largest, most convenient flower markets in the country. I start conversations with my vendors in January to gauge pricing and availability, and by the end of the month, I’m requesting holds and setting aside specific colors for pickup.”

Any tips for keeping staff motivated and energized during the Valentine’s rush?

SAM: “I find it really motivating to be transparent about goals and to celebrate them as a team. It’s far more effective to say, ‘Let’s work together to finish these 50 arrangements in the next few hours,’ and then acknowledge that achievement, rather than asking everyone to keep pushing with no clear endpoint.”

CAMERON: “Communication is key! We share our Valentine’s plan with the team 4–6 weeks in advance so everyone can mentally prepare for what’s coming. Of course, things always shift in the heat of the battle. Unexpected issues can pop up, but having a shared foundation helps.

We also plan our food for the week a couple of weeks out. We provide lunch every day during production, and we focus on meals that are wholesome and energizing rather than pizza and cheeseburgers. It absolutely makes a difference in the staff’s productivity.”

BROOKE: “I work and design alone, so it can be a challenge to stay energized. I keep plenty of easy snacks, favorite drinks, and small comforts like new shears, luxury hand lotion and hand wash at the sink (Aesop is my once-a-year splurge). I also keep a running list of the designs I’m working through. Crossing each order off as I finish it gives me a visual boost and helps keep my momentum up!”

What’s your top tip for managing customer expectations during a high-demand holiday?

SAM: “Customer expectations are the same during busy holidays as they are during the average day. Being open and clear about communication and policies, and working hard to deliver value, are the keys to ensuring customers have a great experience.”

CAMERON: “Don’t be afraid to charge what you need to provide the highest level of service. If a customer wants flowers delivered to an office by 2 PM on Valentine’s Day, we’re happy to make it happen, but it does come at a premium. On a regular day, our standard delivery fee is $12.95, plus an additional $3 to guarantee delivery by 2 PM. For Valentine’s Day, delivery is approximately $21.95, with an added $7–$10 for a guaranteed 2 PM arrival.

It may sound like a lot, but customers who truly need a timed delivery understand they’re paying for a convenience. Charging appropriately not only ensures a sustainable service model, it also helps balance the volume of timed versus anytime deliveries.”

BROOKE: “I like to set the tone with emotion and intention rather than rigid design notes. For example, I may not be able to guarantee peonies, but if they’re her favorite flower, that tells me she likely gravitates toward a classic, feminine style. In that case, I might suggest Pink O’Hara roses and pink ranunculus to create a sweet, romantic design in the Sonata Vase.

I’m always clear and transparent about budget and provide as much information up front as possible, from vase size to stem count. I want the sender to feel involved, so expectations stay realistic. At the same time, I keep the conversation light and always reassure them that I’ll make their gift feel special and personal.”

What’s one lesson you’ve learned from past Valentine’s seasons that you’d share with other florists?

SAM: “You cannot be everything to everyone all the time.  Figure out the system that allows you and your team to make the most beautiful things for as many people as you possibly can.”

CAMERON: “Don’t get greedy. Every holiday has a point where trying to squeeze in extra orders comes at the expense of your team, your service, and your reputation. Create a plan and stick to it. If you plan for 900 deliveries, buy product for 900, staff for 900, and focus on delivering the best possible experience for those 900. Celebrate when the last one goes out.

Pushing for ‘just 100 more’ strains your staff and increases the risk of mistakes – I learned this the hard way. Have a solid plan, plus a backup for when things go wrong (and another for when that goes wrong). Stick to it, and you’ll succeed while building trust with new customers.”

BROOKE: “Don’t take every order or every call. Not all money is good money if it costs your body or sanity. After 16 years, I’ve seen how much the holiday has changed since Covid — it may still be one of our busiest, but we can’t rely on it to carry the entire first quarter anymore. Work smarter, not harder. Set minimums, limit offerings, and cut off orders before it becomes too much.

When I stopped accepting every small order, I was able to focus on more creative designs that truly wowed clients. Fewer orders at higher price points can often lead to the same revenue – and your body will thank you.”

Connect with our contributing floral pros on Instagram @theplumdahlia, @nortonsflorist and @allens_flowers.

To shop Accent Decor’s wholesale decor and wholesale Valentine’s seasonal decor including all vases, pots and budvases, visit accentdecor.com. 

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