2026
VALENTINE'S DAY SUCCESS GUIDE
MERCHANDISING TIPS
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ASK A FLORIST
TELEFLORA’S I HEART YOU BOUQUET T26V400
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TOP 10 BEST SELLERS
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B US I N E SS E D U C AT I O N
CALENDAR JANUARY M O N D AY
T U E S D AY
T H U R S D AY 1
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W E D N E S D AY
MERCHANDISING
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Start securing your Valentine’s Day flower inventory on Flowerbuyer’s Open Market
Display merchandising items from Teleflora's FSG Kit
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OPEN MARKET
F R I D AY
AUCTIONS UNDERWAY
Flowerbuyer.com Tuesday and Thursday auctions are live!
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PROJECTED BEST SELLERS
Finalize your lineup! See Teleflora's projected Best Sellers on page 6
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PREP
Valentine's Day prep – staff meeting
FEBRUARY M O N D AY
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W E D N E S D AY 4
T H U R S D AY 5
F R I D AY 6
SKUS & PRICING
Upload custom Valentine's Day SKUs and update pricing on your eFlorist site
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PRIORITY OVERNIGHT MAIL
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SOCIAL MEDIA
Last day to order your flowers on Flowerbuyer.com using priority overnight mail
Send out social posts, emails, and blogs displaying behind-thescenes Valentine's Day bouquet creations
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Galentine's Day 18
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CONTENTS 04
MERCHANDISING TIPS Valentine’s Day Trends and Merchandising Tips
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BEST SELLERS Top 10 Projected Best Sellers for Valentine’s Day
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FLORIST FEATURE Lee’s Flower and Card Shop Washington, D.C.
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BUSINESS EDUCATION Are You Ready for Valentine’s Day?
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NEW FROM EFLORIST Managing Holiday Pricing
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VALENTINE’S DAY MERCHANDISING TIPS BLUSHING BEAUTY
Teleflora’s Gorgeous Gem Bouquet T26V100
MERCHANDISING TIP: This geometric blush vase will make hearts flutter! Pair this stunner with pink macarons, artisanal stationary for love letters, and champagne for a lovely evening!
SPARKLING ROMANCE
Teleflora’s Boldly Beautiful Bouquet T26V200
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2026 VALENTINE'S DAY SUCCESS GUIDE
MERCHANDISING TIP: Nothing makes a statement like sparkling scarlet red! Merchandise this holiday classic with tapered candles, initial jewelry, chocolate-covered strawberries, and wine for the traditional Valentine’s Day lovers.
GALENTINE’S GALORE
Teleflora’s Sweet On Hue Bouquet T26V300
MERCHANDISING TIP: This pink ombre container is perfect for any sweetheart or “galentine!” Display with conversation hearts, Valentine’s Day themed card games, and heart shaped glasses for the ultimate Galentine’s Day celebration!
CAPTURE HEARTS
Teleflora’s I Heart You Bouquet T26V400
MERCHANDISING TIP: Perhaps nothing is as timeless as Valentine’s Day and hearts! Pair this red metal lantern with tea light candles, gourmet chocolates, and champagne flutes for an evening of romance! 5
VALENTINE'S DAY PROJECTED BEST SELLERS
Teleflora's I Heart You Bouquet T26V400
Teleflora's Sweet on Hue Bouquet T26V300
Teleflora's Gemstone Radiance TEV75-7
Teleflora's Boldly Beautiful Bouquet T26V200
Teleflora's Loves Me TEV75-8
Teleflora's Sweetest Mauve TEV76-1
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2026 VALENTINE'S DAY SUCCESS GUIDE
Teleflora's Tranquil Love TEV76-4
Teleflora's Be Dazzled TEV77-2
Teleflora's Gorgeous Gem Bouquet T26V100
Teleflora's Scarlet Wishes TEV76-3
ASK A FLORIST
MARCIA WILSON, BREEN’S FLORIST (HOUSTON, TX)
Do you have any processes that make your Valentine's Day run smoothly? Maybe it's something behind the scenes that your customers don't see, but makes a big difference? Valentine’s Day can be extremely stressful or very rewarding for your company, your customers, your employees, and your bank account. “Make the Plan, Work the Plan” comes with more power for success than you know. One of the best processes is to streamline the number of selections you offer, as well as limit the different types of flowers you decide to carry. Use the same florals so you can purchase more efficiently. Place your flower orders early, ship them in early (the end of January or first week of February). Process properly and keep in a 34-degree cooler. Order all Teleflora containers and supplies early, as well.
Knowing that many of your customers will be last-minute purchasers, how do you market your shop for Valentine's Day and how do you prepare for that aspect? We make our sales sheets with photos, pricing, menus, and quantities early so our sales team can begin advising customers in mid-January to place their Valentine's Day orders. We also offer early order pricing and delivery priority. We begin our call campaign to our past customers about one month out to make sure our customers are not calling us at the last minute. We increase our email marketing with call-to-action messaging. We also like to talk to local media sources with stories and information about “Valentine's Week.” Early delivery makes everyone a hero to their sweetheart! Our collections are made to complement each other so we can sell for several areas in the home—a nice large one for the main area and a complementary arrangement for the bath or bedside.
Can you share a story about how you made Valentine's Day extra special for someone (e.g., proposal, anniversary, first date, etc.)? We have a customer who always wants a solid heart for Valentine's Day. Everyone on our staff knows that order will come; so we find the perfect one early. You’ll find it is usually the small things a florist can, and usually does do, that make the biggest heartfelt stories. Like making the perfect little corsage for a man’s wife who is wheelchair-bound at the nursing home. Or the small petite vase we make for a man’s four-year-old to “match” Mommy’s bouquet. Or even the live doves we delivered to the restaurant that were set free after the proposal. Or the bouquet made using the same flowers from a couple's wedding 40 years ago. Or the three arrangements delivered at three different times the same day with three different messages: Signed: Signed: Signed:
Will. U. Marry Me…meet me for dinner at 7pm.
The stories are endless, but the meaning is the same...I LOVE YOU!!
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FLORIST FEATURE
LEE’S FLOWER AND CARD SHOP
For eight decades, Lee’s Flower and Card Shop has stood as a cornerstone of Washington, D.C.’s U Street corridor—one of the most significant African American heritage districts in the country. Co-owner and President, Stacie Lee Banks, along with her sister, Kristie Lee Jones, represent the third generation leading the oldest Black-owned florist in the city. Today, the fourth and even fifth generations are already learning the floral craft, ensuring the Lee family legacy will continue to bloom. The shop’s roots trace back to William and Winnifred Lee, who opened Lee’s Flower Shop in 1945. When Stacie walked into the shop fifty years ago for her first shift, the path was clear. “I always wanted to be a florist,” she recalls. “I started working under my grandmother’s tutelage at age 12. I can’t think of any profession I would have wanted more.” In the early days, Stacie swept floors, rang up customers in the card shop, and earned her first raise. “I remember that my grandmother called me into the shop to tell me she was going to pay me $20/ week. I was so happy,” Stacie laughed. When she had the opportunity to go to college, she didn’t go far from home. Stacie took the opportunity to go to school for business at Howard University, located less than a mile from the shop’s U Street location. While she was going to college, she worked alongside her grandparents and father, getting an education in what it meant to run a family business that's built to last.
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2026 VALENTINE'S DAY SUCCESS GUIDE
Over the decades, the floral industry has transformed dramatically, and Lee’s has transformed along with it. Teleflora has been a partner of Lee’s for Stacie’s entire career, building a relationship that spans the conventions that she attended when she was a child to her experience as a Unit President. Stacie remembers when the family purchased their first Teleflora POS system in 1995. “We were ecstatic to have a central location where all the orders came in,” she says. Even her grandmother, at age 65, embraced the technology. Today, Lee’s uses Teleflora’s Dove platform, Delivery Module, mobile tools, and email marketing to keep operations running SCAN THE QR CODE ABOVE smoothly and customers informed. TO WATCH OR CLICK HERE
Running a floral business that has survived 80 years comes with challenges: economic shifts, neighborhood changes, and a pandemic. But, the rewards far outweigh the struggles. “Serving our community and hearing how our flowers have blessed the people we serve are the best parts of this job,” she says. “The African-American community is proud to have a business that’s withstood the test of time. The best part is still being here.” Giving back has always been a core value. Following the example of their grandparents, Stacie and Kristie remain deeply involved in local nonprofits and boards, including Martha’s Table, Duke Ellington School of the Arts, N Street Village, and Shaw Main Street. Lee’s frequently donates florals, workshops, and sponsorships to community organizations and local theaters, often contributing thousands of dollars of in-kind support each year. Their work has also reached the national stage. For the past 20 years, Lee’s has designed florals for the Congressional Black Caucus’s Phoenix Awards Dinner. This year, they created arrangements for a seven-day conference of The Links in New York City, serving 15,000 AfricanAmerican women attendees. Through it all, Stacie’s love for the craft endures. “I love being a florist. I love going to work every day. I don’t want to retire,” she says with a smile. In a historic building, now designated as a protected landmark, purchased by her grandparents in 1970, Lee’s legacy continues to flourish, one generation, one bouquet, and one grateful customer at a time. 9
ARE YOU READY FOR VALENTINE’S DAY? SIGN UP YOUR BEST CUSTOMERS FIRST It’s easier to sell to a customer you already have than it is to find a new one. End every sale with a reminder that Valentine’s Day is coming up. Direct mail may be expensive, but if you have a list of phone numbers and email addresses of past customers, this is the perfect time to use it. Inform them of your extra hours, special offers, and unique Valentine’s Day services to seal the deal.
ENCOURAGE EARLY BIRDS Offer a free balloon, an extra rose, or another small freebie for orders placed before a certain deadline. Not only will this save you time during the hectic preValentine’s Day rush, but your customers will appreciate the extra freebie you’ve thrown in.
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2026 VALENTINE'S DAY SUCCESS GUIDE
CATCH STRAGGLERS Use the days remaining before February 14 (and the day itself!) to attract last-minute buyers. If there’s foot traffic or drive-by traffic near your shop, then print a banner or write a message on a chalkboard featuring your best special. Spending a small amount can spark someone’s interest for purchasing for the holiday. In addition, offer a wide variety of arrangements, green plants, and a create-your-own option to help stragglers make decisions quickly.
UPSELL Think of all the ways you can encourage add-on sales. Suppose a customer wants a bouquet, ask if the customer would want a container or vase to put the flowers in. Mention how certain flowers, like baby’s breath, greenery, or another flower would look with the roses. A few suggestions can turn a $49.95 purchase into something more profitable. Most of all, your customers will appreciate the good suggestions.
BE PREPARED Most of all, when it comes to a busy special day like Valentine’s Day, remember that successful preparation and a cheerful interaction can lead to a lifetime of business from a new or existing customer.
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MAKE YOUR PRICES WORK FOR YOU THIS HOLIDAY SEASON Pricing can be tricky, but know that eFlorist has built tools to help you set the pricing that works for you. Within the eFlorist Self Administration Tool (eSAT), you can change the price of select products, custom products, all products, and even add-ons. How you price your merchandise that you sell on your site can be entirely up to you! Here are a few ways you can take charge as you prepare for Valentine’s Day:
LET EFLORIST TAKE THE LEAD Please note that at Valentine’s Day, eFlorist automatically updates pricing on Teleflora bouquets likely to be impacted by higher flower costs. As a standard feature, eFlorist activates Holiday Pricing in advance of Valentine’s Day, but be sure to review and make any changes you see fit by the last week of January.
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2026 VALENTINE'S DAY SUCCESS GUIDE
SET YOUR OWN HOLIDAY PRICING Holiday Pricing is a feature you always have access to. You can set it for any date range you prefer, and it will run Holiday Pricing on the pre-set products you select for the pre-set pricing you determined. If you’re unsure if you pre-set your holiday pricing, reach out to our team to confirm the steps of the process. Additionally, if you have managed your own holiday pricing date ranges in the past, please be sure to double-check your dates as they will not be overwritten when eFlorist activates holiday pricing at Valentine’s Day.
ADJUST YOUR PRICING MANUALLY Holiday Pricing is intended to simplify the pricing process; set it to turn on one day and turn off another day without any additional changes. However, you may want more flexibility to change pricing as the holiday progresses. In that case, you can make pricing changes by simply updating the products directly. For instance, if you are seeing sluggish sales on a particular style of arrangement or flower type, you can easily lower the price of just those products for the last three days of the holiday. Just remember to note what the original price was of the products you changed, so that you can change them back after the holiday.
WANT TO GET STARTED OR LEARN MORE ABOUT HOW TO MANAGE PRICING ON YOUR EFLORIST SITE? Email eflorist@teleflora.com, call 866.983.3932, or set up a consultation today!
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FLOWERBUYER SAVES YOU MONEY As we approach the busiest floral holiday of the year, finding wholesalers you can trust is critical to having a smooth and successful Valentine’s Day. We asked Lyuba from My Distinctive Designs in North Carolina why she trusts Flowerbuyer as a main source of fresh cut flowers for the last five years and what her best strategies are when ordering for Valentine’s Day.
WHAT HAS KEPT YOU LOYAL TO FLOWERBUYER? Flowerbuyer has been so dependable to us for the last five years. We have a standing order that comes every week, which allows us to have a baseline of high-quality flowers, so that we know exactly what we have coming for our foundation! We also appreciate the amazing prices on the flowers!
VALENTINE'S DAY IS COMING UP, HOW DO YOU PLAN TO USE FLOWERBUYER FOR THE HOLIDAY? We begin the buying process in December. We order a large amount of flowers from Flowerbuyer every Valentine's Day, and because of the amount of orders that we are expecting, we expect to order even more.
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2026 VALENTINE'S DAY SUCCESS GUIDE
HOW MUCH DO YOU ESTIMATE YOU SAVE USING FLOWERBUYER FOR VALENTINE’S DAY COMPARED TO OTHER VENDORS? We save 30-50% in what we buy from Flowerbuyer.
ANY OTHER ADVICE YOU HAVE FOR FLORISTS DURING HOLIDAYS? Preorder soon! As you experience holidays, make sure to log all of the successes and failures so that you can learn from each holiday. We would also say that less is more for major holidays. Don't focus on complex mixed bouquets, but choose a few stunning bouquets with simple recipes so that you can streamline your ordering and designing.
IS THERE ANYTHING ELSE YOU’D LIKE TO SHARE ABOUT YOUR EXPERIENCE BUYING WITH US? You all are amazing at Flowerbuyer, and we love working with you! We will partner with you as long as we are in business!
Start securing your Valentine’s Day product now and save big with Flowerbuyer on our dedicated holiday online live auctions. They run up to six times a week—rain or shine! Visit www.flowerbuyer.com or call 877.625.3243 to register. 15
SEAMLESS INTEGRATION WITH EFLORIST AND POS Integrating Teleflora’s eFlorist with your POS florist software isn’t just a technical upgrade— it’s a strategic move that can elevate your floral business.
FLOWER DELIVERY TRACKING Teleflora’s eDelivery Mobile Management is the industry’s most powerful tool to help stay on track with flower deliveries. Upload multiple photos of completed deliveries. Select an appropriate photo to include with delivery confirmation emails to customers, promoting quality and ontime service. Receive turn-by-turn directions. Update orders and complete deliveries in real time. Initiate calls to recipients directly from the eDelivery interface.
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2026 VALENTINE'S DAY SUCCESS GUIDE
SEAMLESS PRICING eFlorist and POS members have access to effective tools for product comparisons and pricing. Compare online storefront and POS product prices, holiday upgrade fees, and statuses. Synchronize pricing details right from your Teleflora POS to help save time.
ONLINE CUSTOMER BILLING Convenient online billing for customers is also available to help save time and money. Customers may view their monthly statements at any time through the eFlorist storefront. This helps save you time and money on paper statements. Customers may pay their bill online, which saves everyone time compared to inperson payments.
EFLORIST & POS DELIVERY TOOLS Making use of POS and Delivery Management features gives you the option of integrating their Delivery Matrix details. Offer online web order customers timed delivery options for an additional delivery fee.
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HELPFUL CONTACT NUMBERS Customer Service:
eFlorist: 866.983.3932 800.421.2815 U.S. and Canada
DovePlus: 800.720.9410 Monday–Friday: 8 a.m.–7 p.m. (CS)
Saturday: 8 a.m.–2 p.m. (CS) Products: 800.333.0205 Flowerbuyer.com: 877.625.3243
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2026 VALENTINE'S DAY SUCCESS GUIDE