Every 14 February, millions of people around the world look for the perfect way to say "I love you". Chocolates, jewellery, greeting cards, romantic dinners and memorable experiences top the list of gifts. Yet, amid trends that come and go, one present remains a constant: flowers, according to the Ornamental Plants, Foliage and Flowers Commission of AGEXPORT.
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A market that evolves without abandoning tradition
Valentine's Day has changed. Where once the focus was on a symbolic gesture, today's consumer increasingly seeks deeper emotional experiences. Technology driven gifts such as digital photo frames, themed dinners, trips, limited edition gourmet chocolates or brand collaborations aim to tell a story and appeal to exclusivity. Creative and longer lasting alternatives are also emerging, from LEGO flower bouquets to preserved flowers in acrylic boxes, as well as wooden or paper flowers, all designed to extend the symbolism beyond a single day. Even so, amid all this innovation, flowers remain the gift that never fails.
"In the case of flowers, consumption has evolved towards a more emotional and meaningful expression, celebrating not only romantic love, but also friendship and affection in all its forms. Red roses continue to lead thanks to their classic symbolism, but there is growing interest in more modern and long lasting options, such as ornamental plants or orchids, whose demand has increased in some international markets," said Brigitte Obrock, Coordinator of AGEXPORT's Ornamental Plants, Foliage and Flowers Commission.
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More than roses
Although roses account for around 90 percent of shipments to the United States, the main export destination, Guatemala offers a wide range of flowers and foliage during this period.
"Overall, exports of fresh cut flowers performed positively in 2025. From January to November 2025, exports grew by 15 percent compared to 2024, reaching a total value of USD 33.2 million. Roses remain the consumer's favourite and last year saw a 13 percent increase in demand. However, there has also been significant growth in many others, such as fresh flowers and buds, cut for bouquets or decorations, lilies and carnations, chrysanthemums, among others," Obrock confirmed.
According to Obrock, one of the cut flowers that showed a notable change in 2025 was fresh orchids, "which did not record exports in 2024, but in 2025 are showing signs of starting an export path. Although the value is still low, it reflects a possible market opening or trial phase".
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She also noted that during the Valentine's Day season Guatemala exports gerberas, orchids, lilies, birds of paradise, snapdragons, sunflowers and proteas.
These are complemented by decorative foliage such as leather leaf, aralia, eucalyptus and tree fern, which enhance floral arrangements by adding volume, texture and sophistication.
"This year, exporters have opted for finished bouquets and more elaborate designs that combine several species in a single arrangement, responding to a consumer who is looking for a more complete, aesthetic and ready to give gift. This Valentine's Day, Guatemala is not only exporting flowers, it is exporting emotions," concluded Brigitte Obrock.
For more information:
Agexport
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https://www.export.com.gt/
