BloomNation reported year-over-year growth this Valentine's Day, despite the holiday falling on a Saturday, traditionally one of the most challenging calendar placements for the floral industry.
© BloomNationFloral arrangements by BloomNation partner florist, Flonet US
Platform performance highlights (February year-over-year)
Across the broader platform, BloomNation recorded strong overall growth with GMV and order volume up 14%.
In addition, this year, BloomNation's same-store florist cohort delivered positive year-over-year growth across all major performance indicators.
These results reflect a matched group of florists active in both February 2025 and February 2026, providing a direct apples-to-apples comparison of performance.
This combination of same-store growth and overall platform expansion underscores continued momentum across BloomNation's network of independent florists.
February 13 sets historical high
February 13th marked the strongest single day in BloomNation's history in terms of order volume and overall GMV, as consumers increasingly opted for early delivery ahead of Valentine's Day weekend.
"This Valentine's Day was a real test for the industry," said Farbod Shoraka, CEO and Co-Founder of BloomNation. "When the holiday lands on a Saturday, florists lose weekday office deliveries, which are typically strong revenue drivers. They also compete with weekend plans and getaways, as consumers travel or shift celebrations. The fact that our platform still helped local florists generate more sales than last year speaks to our dedication to doing whatever it takes to help them grow."
© BloomNationMy Glendale Florist, "Eternal Flame" Arrangement
What drove performance
Performance was driven by a mix of timing, strategy, and changing customer behavior. Direct-to-consumer orders through custom florist websites powered by BloomNation played a major role, giving local florists more control over the customer experience and margins. Early pre-order promotions helped build momentum ahead of the holiday, while steady demand for Designer's Choice arrangements showed that customers are increasingly comfortable trusting florists' creativity. Strong results were also supported by high-performing email and SMS campaigns delivered through BloomNation's built-in marketing tools, which helped keep shops top of mind during a competitive period.
The data points to a clear and continuing shift in how people buy flowers. More consumers are choosing to order directly from local florists instead of going through national order-gathering services. They are looking for arrangements that feel personal and thoughtfully designed, rather than standardized products. This reflects a broader preference for originality, craftsmanship, and supporting independent businesses.
"Our florists are building stronger customer loyalty and more predictable revenue streams," said Gregg Weisstein, COO and Co-Founder. "The shift toward direct ordering and independent ownership continues to gain momentum."
© BloomNationLuxury Florist Abbeys Flower Garden, Black Roses
Consumer trends and standout moments
Consumer behavior around the holiday also revealed some familiar patterns alongside a few surprises. Order volume peaked on February 13th, with the single busiest hour at 5:00 PM, confirming that many shoppers still wait until the last minute. Upsell rates held steady at 14% year over year, suggesting that even with economic pressure, customers continue to spend more on premium sizes and add-ons.
Roses remained the dominant choice, especially in red and pink, but there was also strong demand for carnations and hydrangeas. One of the more unexpected trends was a sharp rise in arrangements featuring black, which grew 590% year over year and points to growing interest in more modern, bold color palettes. At the high end, a single order reached $10,460, highlighting the continued presence of premium, high-value purchases within the market.
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