Research company, Prince & Prince (P&P), tested this ‘theory’ by investigating historical US consumer floral purchasing data for Valentine’s Day from its surveys conducted in 1996, 2000, 2007, 2010, and 2013.  

It compared household Valentine’s Day floral purchasing when it fell on weekdays (1996, 2000, 2007, 2013), and when the holiday fell on a weekend (2010).

The P&P survey data suggests a slight increase in consumer floral purchasing for Valentine’s Day when the holiday falls on the weekend, compared to weekday holidays. Of all floral-buying households that purchase for Valentine’s Day (around 49% in 2013), about two percent more households did so for a weekend holiday, which translates into an estimated $130 million in additional floral spending for Valentine’s Day. Therefore, P&P’s consumer research findings refute the floral industry’s ‘common knowledge’ related to less floral purchasing for a weekend Valentine’s Day.

The increase in weekend Valentine’s Day floral purchasing is largely driven at both ends of the household income ladder, among more mature floral-buyer segments (age 55 and older), and among single-male households.   While younger-aged households (under age 35) still show strong likelihood to purchase floral products for Valentine’s Day, a weekend holiday (as in 2016) more likely offers greater opportunities to target additional consumer groups to expand the market for this all-important floral holiday. 

Source: Prince & Prince via HortiBiz