Valentine’s Day 2026 Industry Snapshot

Steady Sales, Tighter Margins — Saturday Had Limited Impact

Valentine’s Day 2026 brought a great deal of uncertainty heading into the season.

The holiday fell on a Saturday.
Freight costs remained elevated.
Labor expenses continued to rise.
Tariff discussions added pricing concerns.
Weather disruptions affected parts of the country.

So how did the U.S. floral industry perform?

Based on peer-to-peer outreach across growers, wholesalers, retailers, and e-commerce operators, a consistent pattern emerged:

Sales Performance: Stable and Solid

Most respondents reported overall sales that were steady to slightly higher compared to Valentine’s Day 2025. Volume held firm across many segments of the market. While the season was not described as “record-breaking,” it was generally considered solid and stable.

Saturday Placement: Limited Measurable Impact

One of the biggest questions heading into 2026 was how a Saturday Valentine’s Day would affect demand.

Survey responses indicate that the calendar placement had limited measurable impact on total sales. Ordering patterns shifted slightly throughout the week, but overall demand remained intact.

This reinforces an important industry truth: Valentine’s Day remains one of the most resilient floral holidays on the calendar. 

Margin Pressure: The Leading Challenge

Where the season became more challenging was on the profitability side.

Many businesses reported tighter margins due to:

• Higher freight and transportation costs
• Labor increases
• Packaging and supply expenses
• Input cost pressures

Revenue stability did not automatically translate into improved profitability. In many cases, maintaining margins required careful pricing discipline, operational efficiency, and thoughtful inventory management.

Industry Resilience on Display

Despite logistical and economic headwinds, the U.S. floral market demonstrated strength and adaptability. Flowers continue to hold emotional value for consumers and remain a priority purchase for Valentine’s celebrations.

As we look ahead to Mother’s Day and the remainder of 2026, maintaining margin discipline, supply chain reliability, and strategic pricing will be critical for all segments of the industry.

CalFlowers plays an important role in supporting this ecosystem — connecting growers, wholesalers, retailers, and service partners across the country and advocating for a strong, competitive floral marketplace.

Our industry continues to prove its resilience.
And our shared goal remains clear:

More Americans enjoying more flowers, more often.

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