During the Valentine's Day period, 165 million roses were sold through the FloraHolland auction this year. That is an increase of more than 4 percent compared to 2018. The average price for roses in the ten auction days before Valentine's Day was 10 percent lower than last year. The Valentine's Day peak at Royal FloraHolland started later this year compared to previous years, during the last five days.
Red roses make up a third of the total rose sales. The supply of red roses increased by almost 9 percent compared to last year, while the average price fell by 6.5 percent. Other important colors were pink roses with 7 percent higher sales and white roses with 5 percent lower sales than last year.
Roses with longer stems were more popular this year. Sales were up by 7 percent for 60 cm stems, and by 17 percent for 70 cm stems. Sales of 50 cm roses remained unchanged. Sales of 40 cm stems dropped by 4 percent compared to a year ago.
Source: Royal FloraHolland