Women lucky enough to take delivery of a show-stopping 100 red roses on Valentine’s Day this year might not realise it, but theirs will be the orders that are drip-feeding the ailing UK flower industry.

The country’s 6,500 independent florists are struggling, and have been doing so for some time, due to fierce competition from supermarkets and online retailers. “Supermarkets have devalued roses and practically destroyed the independent florist industry,” says Brian Wills-Pope, vice president of the British Floristry Association.

“Meanwhile the relay companies are making up to a third margin in profit so they’ve got enough to offer free deliveries, meaning florists are being squeezed in all directions.”

Of course, Valentine’s Day was traditionally one of the most important dates in the floristry calendar, and one independent florists would prepare for weeks in advance. Now mark up is eroded due to the increase in the wholesale price of red roses.

“Retailers feel uncomfortable about passing the whole increase on to consumers,” explains Wills-Pope, “therefore the independents are now going for a very niche market of people who want good quality and like using local florists.”

That discerning customer may still exist, but a significant percentage of people will use relay companies to send their loved one flowers this Valentine’s Day. Florists know this and are not overly optimistic about their predicted sales.

“We will be quite happy if we achieve the same sales levels as last year,” says Wills-Pope. “Due to the general economic climate I don’t think we can expect any real increase.”

It’s the most difficult peak to predict, he says, because it’s all over in one day and a lot of the orders are last minute. Deciding how much to order in is always a gamble. A good-quality rose is worth a premium on Valentine’s Day; on 15 February it’s not worth a premium any more. “Red roses will still be the favourite but there has been a general switch to mixed bouquets including single roses and pink lilies,” says Wills-Pope.

The trend for last-minute orders at the florists can be traced back to New Covent Garden Flower Market, where traders are lamenting the industry’s ongoing travails.

“Hopefully sales will pick up in time for Valentine’s,” says Robert Armitt, managing director of importer Alagar. “We won’t pre-order too much, we’ll take a chance and see if we can get some good deals a couple of days beforehand from our Dutch supplier. How much we will order depends on the price and quality.”

The rose quantity at the wholesale market has fallen steadily over the last five years, according to Armitt. “There just isn’t the same demand from florists these days when you can go anywhere for roses; Lidl, Next… Everyone has gone into it and Interflora has cut out the middle man to make a quick buck.”

Fellow trader Barry Betheld of DG Wholesale Flowers has similar complaints. “It’s bloody useless, we have made big losses,” he says. “The supermarket competition is getting worse; the market might not be here in 10 years.”

There are, however, those who still manage to make a good profit. At the top end of the flower market, demand for exquisite flower arrangements has not fallen in the same way, as customers are less affected by the recession.

London florist company Moyses Stevens, founded in 1876 and the proud holder of a royal warrant for the Prince of Wales, opened a retail concession in Harrods only last week. Replacing Wild at Heart, the company will offer exclusive bouquets and services including a flower school, wedding flowers, a window box and plant service, and landscape and garden design.

“For Valentine’s we expect customers to be buying a slightly more varied selection, which is somewhat different to previous years where people would solely concentrate on red roses with foliage,” says a spokesperson.

“We will be selling more seasonal flowers such as tulips, hyacinths and even daffodils. One contributing factor for this is the economic situation and the fact that the roses are more expensive than usual on Valentine’s. However, the classics such as a bouquet of a dozen red roses, or a single red rose wrapped beautifully and with a little bit of foliage, will still be at the very top of our most popular products list.”

Of course, the flower industry is vulnerable to the economic climate as well as other factors including weather and transportation, admits the spokesperson, but adds that they are constantly ready to think on their feet and adapt to ensure that clients still receive their products.

“Despite people cutting back on luxuries in the current economic climate they do appreciate it when they recognise quality products, fresh produce and great service. People are now simply selective with their luxury products and they remain loyal to the companies they trust to provide the best quality.” —