Whether it’s a dozen roses, chocolate or champagne and caviar, one thing is certain: Love is always in the air on Valentine’s Day.

That’s especially true for florists, who see their single-biggest one-day sales every Feb. 14.

“Valentine’s Day saves us in February,” said Catherine Smith of Ridgefield Flowers. “The time leading up to it can get busy, but on the day it’s so wild.”

Flower shops such as Ridgefield Flowers on Danbury Road and Rodier Flowers on Main Street are gearing up over the weekend for the biggest single flower-selling day of the year. Richard Provino at Rodier said he expects to sell 1,500 roses this year, while Ms. Smith at Ridgefield Flowers said sales there could push 2,000 buds.

“The flowers will start arriving on Sunday and we’ll (acclimate) them Monday and Tuesday,” Mr. Provino said. “Then on Wednesday, they’re gone.”

Old tradition

Flowers on Valentine’s Day are nothing new. Since the Middle Ages, men have sent gifts, including flowers, to their loved ones. At first, these gifts were anonymous, in keeping with the legend of St. Valentine. However, today’s flowers are a far cry from those sent in the 1400s.

Growers selectively breed roses for longevity and color. The most popular color remains red, although roses now come in a dazzling variety of colors, ranging from pastels to mixed colors that start off white or pink and end in a bright scarlet or other color.

Picking the right flowers, florists say, is just as important as choosing the right color.

“The last thing you want to do is use an Internet florist,” Mr. Provino said. “They just ship UPS or Fedex and drop the flowers at the door. Here, we’re very personalized.”

It is that personal touch that makes giving flowers special, Ms. Smith said.

“You get what you pay for,” she said. “If an offer sounds too good to be true, it probably is. We take great pride in the flowers we sell. They are long-lasting and bloom beautifully.”

Those $25-a-dozen long-stemmed roses vendors sell at gas station also don’t quite cut it when it comes to value.

“They’re cheap and they die in one day,” Ms. Smith said.

Plan ahead

Getting ready for Valentine’s Day is almost as difficult as the day itself for florists. After ordering the flowers, Mr. Provino said he tries to get his customers to “order ahead.”

“We basically sell out so if anyone comes in here right when we’re closing, there isn’t much left,” Mr. Provino.

Another reason to order ahead, Ms. Smith said, is for deliveries.

“You want to be sure you get what you want and that it gets there,” she said. “Especially if you’re doing an order through us that is going somewhere else.”

Rodier and Ridgefield Flowers are both FTD florists and are part of a nationwide network. While they will sell “FTD recommended” bouquets, each florist adds his or her own twist the arrangements.

“We sell plush animals. Some other places may not so we will work with another florist to try to get something as close as possible,” Ms. Smith said.

Selling flowers isn’t all just thorns and stems, however. Ms. Smith said because of the volume of roses her shop sells at Valentine’s Day, she rents a large walk-in cooler she puts in the parking lot to store all the flowers. A few years ago, as a joke, her former neighbor put a sign on the cooler advertising “Fresh lobster and shrimp.”

“We had people coming in here asking if we were selling lobsters and flowers for Valentine’s Day,” Ms. Smith said. “It was very funny.”

The great equalizer

Over years, the florists said they have seen a number of rather extravagant displays of affection. Mr. Provino said one that stands out to him is a customer who bought eight dozen roses and had them delivered to his wife — one dozen at a time — over a period of eight hours.

“Every hour we went to his wife with a dozen roses,” he said.

Ms. Smith said several customers over the years bought “five or six dozen” in one shot and wanted them all in one vase. Still, the massive arrangement, she said, doesn’t strike a chord as much as smaller, more personal arrangements.

“I love it when fathers come in with their children and buy a dozen roses for their wives and the kids each get a flower for their mothers,” she said. “When you see the smiles on the children’s faces, it’s just so special.”

Jessica Nymann, who works at Ridgefield Flowers, did have one suggestion for prospective flower buyers.

“Don’t just get red roses and baby’s breath. It’s so boring,” she said. “Be creative. Get different colored roses or orchids. It shows more thought.”

One thing flowers can do is show a person’s love. Another is to show contrition. Ms. Smith and Mr. Provino said they receive numerous “Get me out of trouble calls” around Valentine’s Day.

“We have just the thing for that,” Ms. Smith said. “It’s our Romance Rhapsody, which includes a dozen roses and chocolate from Deborah Anne’s (see story). We all agree if someone gave us that, he’d get out of trouble.”

For Mr. Provino, it’s proof of the real flower power.

“I always tell people my flowers will get you in the door,” he said. “The rest is up to you.”

source : www.acorn-online.com