Retail florists appear cautiously optimistic about Valentine’s Day 2021, which falls on a Sunday holiday during a long weekend — a typically challenging combination for the floral industry. About 48 percent of retailers responding to a new Society of American Florists survey said they expect sales to be down, compared to returns from 2020’s Friday holiday. Meanwhile, about the same number say they think sales could be higher than results from 2016, when Valentine’s Day last occurred on a Sunday. Adding a healthy dose of uncertainty to almost every facet of holiday prep, of course: the ongoing global pandemic.
The survey, which was emailed to SAF retailer members across the country on Nov. 17, 2020 and had a response rate of 3 percent (95 people), found that timing, labor and supply chain pain points are at the top of most respondents’ list of challenges. These topics (and much more) will be at the heart of SAF’s Gear Up for Valentine’s Day virtual event on Dec. 4. The program, sponsored by FTD, kicks off at 3 p.m. ET and will include a cross-segment panel discussion, time for Q&A and roundtable discussions and a “Pal-entine’s Day” Happy Hour + Design Demo.