US (CT): New Haven florists reflect on changing industry after bloom of Valentine’s Day demand

Sales flourished at flower shops in New Haven a few weeks ago as florists managed one of their busiest days of the year, Valentine’s Day. 

In order to make the day special for local lovers, stores surveyed customers, began accepting preorders, coordinated flower production with local flower farms, and shifted their business models to keep up with the demand. 

BLOOM, a multi-purpose community space that also houses a flower shop, became the first business in New Haven to deliver flowers via DoorDash a few weeks ago after owner and founder Alisha Crutchfield saw that the platform also delivers plants. According to Crutchfield, because Valentine’s Day fell on a weekday, not everyone could make it to the store in person. However, DoorDash allowed BLOOM to mitigate that challenge and access a larger market. 

“Valentine’s Day was obviously our biggest day of the year to date since we opened,” Crutchfield said. “We were able to serve over 200 people that day. Yeah, it was out of this world.”

Crutchfield also credited BLOOM’s partnerships with local flower farms and distributors for its success during Valentine’s season. She said that leading up to and on Valentine’s Day, she and her team were in contact with farms to make sure the store was fully stocked with roses and other products popular during the holiday. 

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