Customers botanize among the fragrant lilacs, pale pink ranunkler, mimosakvistar – and of course red roses – in pursuit of the perfect flower. The phone rings and bouquets in all sorts of colors is bound, and prepared for retrieval.
February 14th marked, " said Isabelle Magnusson, who owns the store Flourish in Malmö. She is prepared to make a couple of hundred bouquets.
– We would be able to do so many of them. Some just want to have three flowers. It is not always magnificent bouquets, without much variation, " she says, and adds that February otherwise is tough.
" this day is really important day for us, it weighs up.
admittedly, a boost of valentine's day. According to figures from the Swedish Trade sold plants and accessories around 55 per cent more than the corresponding week last year, compared with a normal week.
" It sold five million stems of roses for valentine's day, and about nine million stems are sold in all of February. So it is a boost, said john Davidson, chief economist at the Swedish Trade federation and continues:
" Tulips are selling very well.
the weakest month of the entire year for the retail sector as a whole. But all hjärtanstraditionen has gained a foothold, " says Johan Davidson.
– In the 1960s, they say that it took reasonably momentum in Sweden, and in the middle of the 1990s, it began to have the red carnations on the schools. So a new tradition took off.
the Day beat both christmas and easter, if you ask Mikael Sörensson, chairman of the Floristernas yrkesråd.
– Yes, it has become a day where everyone is more open can give a flower to almost anyone, " he says.
– If one were to compare with a normal regular day, it can be 10-20 times better sales. Very depending on the store's location, but it tends to be the single best selling of the year.
on the market has been full up with orders. According to Louisa Blomstrand, e-handelschef and marketing manager at Interflora, is the sale of pre-ordered bouquets via blombud intense since two weeks back. Last year it came in around 40,000 orders.
– the Goal of this year is about to 43,000 orders.
At Euroflorist is also of high pressure, " says ceo Mats Brandt.
" We expect upwards of 20,000 bouquets in Sweden in total, it is most via the site as the customers order.
Roses are a classic, and Isabelle Magnusson has prepared a bucket filled to the brim with sammetsröda roses in his shop.
" But someone will enter and say that they want to have red roses so we say: "Are you sure? You should not try something you have not given away before?", she tells and laughs.
– Something with strong colors. We have great luktärter and ranunkler, they say everything you want to say...