It is a busy period at Royal FloraHolland. In the run-up to Valentine's Day, a total of 464 million flowers were traded in 2025, compared to 452 million in 2024, via the clock and direct trade before making their way to loved ones. Of these, 150 million were roses in 2025, up from 144 million the previous year. While the rose is traditionally seen as the flower of love, Royal FloraHolland has observed that tulips and chrysanthemums are also strongly represented in expressions of floral love.
Although recipients will receive their flowers on Saturday, the peak period for growers and buyers fell in the first three days of the week. This timing ensures that customers in the Netherlands, across Europe, and beyond receive their chosen flowers on time. It is a demanding period on Royal FloraHolland's digital and logistics platform. "The days leading up to Valentine's Day mark the start of our peak period, which lasts until Pentecost. These days are so busy that even the office staff help out with logistics. We are doing everything we can to ensure that everyone can surprise their loved ones with the most beautiful flowers, grown by growers with incredible passion, on Valentine's Day!", says acting CEO David van Mechelen.
The Flower Love campaign, launched this week as an initiative of Royal FloraHolland in collaboration with the Royal Association of Florist Retailers (VBW) and Plantion, highlights the passion of growers and florists for their flowers and their profession. The campaign also focuses on sustainable cultivation and innovation within the sector.
© Royal FloraHolland
From roses to lilies
Traditionally, roses remain the most popular choice, followed by tulips. "When you think of Valentine's Day, you think of roses, but this week we are seeing that roses are certainly not the only flowers being sold. From lilies to tulips and from gerberas to chrysanthemums, they are all being given as gifts to show love," says van Mechelen.
Top five most popular/most traded love flowers are roses, tulips, chrysanthemums, gerberas and lilies.
Connection and greening
Flowers connect people and bring happiness, while plants green living environments and contribute to mental and physical well-being. The floriculture sector is committed to making the entire chain more sustainable, from breeders and growers to trade and retail. Significant steps are being taken toward more environmentally friendly cultivation. The sector continues to focus on transparency, measurability, and safety in sustainability efforts throughout the chain.
Consumers can purchase flowers with confidence. This is supported by the RIVM study referenced in the NVWA report on possible imported roses, published on January 21. In its advice, the NVWA states that no health risks are expected from touching flowers during purchase or placing them in a vase.
Since 2015, there has been a global decline of 78 percent in the use of the most environmentally harmful chemical crop protection products. The same principle applies worldwide: crop protection products must be effective and safe for people, animals, and the environment.
