The following article appeared in the February 9, 2026, edition of The Charlotte Ledger, an e-newsletter with smart and original local news for Charlotte. We offer free and paid subscription plans. More info here.
Valentine’s Day — ‘the Super Bowl for florists’ — is 5 days away. This year’s lowdown: Roses are fading, premium blooms are rising, prices are up
It’s a familiar Valentine’s Day scene: panicked men speed-dialing florists or scouring the picked-over flower display at Harris Teeter at 4:57 p.m. on Feb. 13. (Valentine’s Day is on Saturday, by the way.) So, if you want to secure the perfect bouquet ahead of time, there are a few things you need to know.
At Midwood Flower Shop, a family-owned florist on Central Avenue, orders start rolling in on the first of the month, said Shelly Blanton, who handles marketing. Historically, the shop sells out of delivery slots about a week in advance, and the coolers that store all the flowers are nearly empty five days before Feb. 14.
Valentine’s Day, she says, is the “Super Bowl for florists” — right up there with Mother’s Day. This year, falling on a Saturday only adds to the rush.
What’s trending: Red roses may be a classic, but they’re no longer the automatic go-to, Blanton said, especially among late-20s and early-30s buyers, who make up much of the shop’s clientele for the holiday. Instead, customers are requesting more pinks, purples and more textured, design-forward arrangements instead of a simple, clean dozen roses.
Premium blooms are leading the charge, Blanton said. Customers are specifically asking for peonies, tulips, ranunculus and calla lilies, and skipping carnations altogether. Many buyers come in knowing exactly what they want, but some trust Midwood Flower Shop, which has been in operation since 1956, to handle it.
There are two clear camps when it comes to spending, she said. Some customers ask for a simple $65 arrangement, “just something to acknowledge the holiday,” she said. Others go big, requesting $200 to $400 bouquets, often for first Valentine’s Days together. At Midwood, arrangements above $150 are outselling lower-budget options this year.
Rising costs: The shift away from a rose-only bouquet might have something to do with the cost, she said. A dozen roses, once priced around $95, now run closer to $135, which is a part of a broader national trend.
According to a survey from the National Retail Federation, customers are expected to spend $29.1B this year on Valentine’s Day, which is up $1.6B from last year. About $3.1B of that is expected to be on flowers.
So why the jump? Much of it comes down to supply costs. Many flowers are grown in South America, and growers have increased wages by roughly 35%, Blanton said, a cost passed along to the supply chain. Add tariff surcharges — about 10% that started last Mother’s Day — and higher transportation costs, and florists are paying significantly more for the same stems. Those increases inevitably show up on price tags.
A tip from the pros: Order early. That means if you haven’t placed an order yet for your loved one, stop what you’re doing and call a florist right now. If you’re too late, consider a Lego bouquet you can build together, or a plush bouquet. It will never wilt, unlike your significant other’s stare if you show up to dinner empty-handed. —Lindsey Banks
Need to sign up for this e-newsletter? We offer a free version, as well as paid memberships for full access to all 6 of our local newsletters:
The Charlotte Ledger is a locally owned media company that delivers smart and essential news. We strive for fairness and accuracy and will correct all known errors. The content reflects the independent editorial judgment of The Charlotte Ledger. Any advertising, paid marketing or sponsored content will be clearly labeled.
◼️ About The Ledger • Our Team • Website◼️ Newsletters • Podcast • Newcomer Guide • A Better You email series◼️ Subscribe • Sponsor • Events Board • Merch Store • Manage Your Account◼️ Follow us on Facebook, Instagram, X/Twitter, LinkedIn