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Valentine weekend pushes sales, prices

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Florists across Europe reported record sales of roses and other Valentine's Day gifts on Saturday as the holiday's weekend timing boosted demand and pushed flower prices higher.

La Repubblica
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ABC
A bouquet for Valentine's Day? Flowers are more expensive, though the price tag remains

A Saturday, February 14, is marked on the calendar for a good number of lovers in Spain: Valentine’s Day. A classic gift on this day is flowers. During these days it is common to see young people—and not so young—carrying bouquets where, generally, roses tend to be the protagonists. Florists also do their own August-like boom during these weeks. INE data show that the subcategory of flowers and plants has become more expensive since 2019, especially during the years after the pandemic due to high inflation. In February 2025 they were 4.5% more expensive than in February 2024. At year’s end, the increase was 3.8% compared to the previous year. Although there are no data yet for February 2026, florists are anticipating what happens during this week. The price per flower is a little higher, as Fernando Ríos, vice president of the Spanish Florists Association, notes.

A bouquet for Valentine's Day? Flowers are more expensive, though the price tag remains
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