Chris Palliser owns Scotts Flowers with his two brothers. He says Valentine's Day is huge. They have to get it right. 'Valentine's Day is the Super Bowl,' he says. 'It's the biggest holiday of the year for us.'
Rose prices are up all over the world this year as costs have risen for airfare, fuel, labor, fertilizer and other components. Demand hasn't changed, though, people want their red roses for Valentine's Day.just before Valentine's Day is the quiet. People are focused.
Roses actually invade the dreams of Rob Palliser, Chris's brother."The three days before Valentine's Day, I'm having... I don't know if you want to call them night terrors or dreams, but you're dreaming roses, right? It's that all consuming." As I spoke with Chris and Rob, a little printer behind them was grinding out order after order after order. More than a thousand orders will pass through that little printer for this one day.Roses are not coming cheap this year. At Scotts Flowers, a dozen roses will set you back $135, which is more than $10 a rose.
"Obviously, it's Valentine's Day, you have to offer roses," says Rob Palliser."But red roses, it's very difficult to hit the margins you're trying to hit."Red roses. The Valentine's day classic. The default expression of love the world over. The global competition for these flowers on this day is fierce and expensive.
And for a big one day push like Valentine's Day, there are a lot of costs: Scotts Flowers has hired about 20 extra workers, they have rented a refrigerated truck that's parked outside for additional storage space. Then there's delivery, shipping, handwritten cards...To try and make the Valentine's math a little rosier, Chris and Rob Palliser are offering a lot of bouquets that feature alternative flowers this year.
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