Valentine's Day Flowers: The 90-Day Countdown Every Importer Should Run
The biggest rose event of the year is decided in the ninety days before it. A week-by-week countdown for wholesale buyers.
Valentine's Day is the largest single flower event on earth, and it is won or lost in the ninety days before 14 February. Here is the countdown we run with buyers.
Day 90–75: lock volume and varieties
Commit your headline quantities and rose varieties now. This is when the best red grades — the long stems and large heads — are still available to reserve. Waiting turns a booking into a gamble.
Day 75–45: fix the colour split and grades
Red dominates, but the smart programs layer in pinks, whites and novelty bicolours for pre-books and corporate work. Confirm the head sizes and stem lengths per line, in writing, so there is no ambiguity when volume gets tight.
Day 45–20: nail logistics
Airfreight capacity tightens sharply into Valentine's. A booked program includes the freight and the cold chain, not just the flowers. Confirm dispatch dates and destination handling now.
Day 20–7: contingency and quality
Agree what happens if weather clips a crop: substitute varieties, grade flexibility, top-up volumes. A single-partner model earns its keep here, spreading your program across the farms and origins best placed to deliver that week.
The week of
Execution, not decisions. If you are still deciding varieties in the final week, you are buying whatever is left at the price the shortage sets.
Sourced across Ecuador and Colombia, Vibra plans Valentine's rose programs months ahead so your grades are protected. Start your Valentine's countdown with us.
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