FOR LONG-LASTING
VALENTINE'S DAY ROSES
By Terril A. Nell, Ph.D., AAF
Research Coordinator at the
American Floral Endowment (AFE)
and Professor Emeritus of Floriculture
at the University of Florida
Simple
Steps
4
A
mericans celebrate
Valentine's Day with gifts
of flowers, candy, cards
and more, creating the
largest retail sales day of the year
for florists. In 2023, customers spent
an estimated $2.5 billion on flowers
for Valentine's Day. Roses accounted
for about 84 percent of those sales,
with red roses being chosen most
often—69 percent of rose purchases.
Delivering high quality roses—those
that open fully and last seven or more
days—will lead to satisfied customers
who will return again and again to
your business throughout the year.
Because roses are the most popular
flower gifts on Valentine's Day, it
is especially important to focus on
proper care and handling practices
tailored to these flowers.
Every retail florist can deliver high
quality roses by following this
simple checklist.
BUY PROPERLY
TREATED, SHIPPED
AND HANDLED ROSES
Proper care for roses following harvest
is vital for flowers to achieve the best
performance and longevity. Ask your
growers/suppliers these questions:
STEP 1
2 Are roses dipped for Botrytis
control following harvest?
Research sponsored by AFE, the
American Floral Endowment,
has identified new dipping
solutions, including calcium
chloride, for Botrytis control
(endowment.org/botrytis).
2 Are roses hydrated with a
commercial hydration solution
following harvest and grading?
2 Are roses treated with an anti-
ethylene product? Many rose
varieties are ethylene sensitive.
2 Are roses precooled or vacuum
cooled to 35 F and maintained
in a 35 F cooler until boxed?
2 Are leaves, flowers and stems
free from water prior to boxing?
