Valentine’s Day is just around the corner and many people are scaling back on their flower purchases this year, according to Stephanie Latimer, the operator of a floral shop in Grinnell. She says the shift has been small, but it’s noticeable.
People are choosing not to go with the traditional large bouquets of red roses that have been a staple for years. Instead, they’re opting for smaller, more compact flowers. Latimer says these customers may still add on some balloons or other decorations to complete their Valentine’s Day gift.
Latimer is a member of the National Alliance of Florists Association and has seen similar trends in other states. She says business will hit its peak today and tomorrow as everyone scrambles to get their Valentine’s Day gifts.
“We typically have a store full of people and phones ringing off the hook,” Latimer says. “If we don’t, we have orders streaming in from our shoppable website.” She believes that many people likely shifted their focus to getting a Valentine’s Day gift after the football season ended on Sunday.