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Florists Hope Valentines Day Brings Bouquet Of Business

Tribune photo by JAY NOLAN

Mark Adwell adds a bow to some yellow roses at Outa Ma Tree Florist in Tampa.

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By KEITH MORELLI | The Tampa Tribune

Published: February 9, 2009

Updated: 02/09/2009 01:31 pm

TAMPA - When it comes to the recession, the romantic gift industry and Valentines Day, where exactly is the love?

With the economy acting the unromantic third wheel, businesses that rely on affaires d'amour are concerned about sales this week, leading up to Valentines Day on Saturday.

Times are tough all over and the flower business around Valentines Day, believe it or not, is no different. Businesses are watching to see if profits bloom as costumers continue to prune their expenditures.

The holiday represents between 15 and 20 percent of the yearly business and local florists are hoping the sluggish economy takes a day off for love and affection.

Mark Adwell, whose family has owned Outa Ma Tree Florist on West Hillsborough Avenue for 33 years, is optimistic about the holiday, but had to restructure some to ensure a profit.

"We are trying to keep our prices lower," he said, in spite of some wholesale costs that are rising at three and four times previous rates. Cutting costs within his shop is key. That means a maximum and efficient use of labor.

"The biggest cost of Valentines Day," he said, "is labor." By restructuring worker time, savings can be had, he said. Plus, encouraging customers to order early helps the weekend crunch. Between 300 and 400 deliveries can be taxing, if they all done on the last day.

Still, he said, "We're expecting a pretty decent Valentines Day. Our orders are coming in pretty strong." An arrangement of red roses, he said, is the big seller.

Keeping prices down is critical in drawing customers, he said. Consumers are feeling the crunch of the recession and everyone in the flower business knows it.

"This not the season to try to make as much money as possible," he said.

The economy and the fact that Valentines Day falls on a Saturday is a bad combination for Eyleen Robles, owner of The Flowers Blossom on North Armenia Avenue. While much of her business is nuptials, she said Valentines Day represents about half of her business outside of weddings.

"Most people want to send flowers to offices or work," she said. And because the holiday is on a Saturday, that will mean fewer orders.

So far, few customers have placed orders, she said, "mostly people just asking about prices."

She's worried that she will order too much and not be able to sell the Valentine favorite, red roses.

"I'm afraid," she said.

She has owned the shop for three years, but grew up working the floral business, she said.

"This is the worst year," she said. "And, I've been involved in the business for more than 20 years."

Alex M. Gonzalez, owner of the Florida Gardens Florist shop on North Armenia Avenue, said this year, the economy is the worst he's seen. The shop was opened by his father more than 30 years ago, he said.

He hoped that the holiday falling on Saturday will work to his advantage. Because people want to send flowers to work places, they may order early to send those flowers out all through the week.

"It's like a Valentines week," he said. "This way, people can enjoy them all week."

That could result in a profit.

"Valentines Day," he said, "is one of those holidays you almost feel obligated to get something and flowers and chocolates are what you get."

Debbie Stephens, who owns Debbie's Chocolate Delight in Carrollwood, said Valentines Day doesn't represent a huge part of her business.

"It never has been," she said. "It's probably my third most popular holiday. Christmas and Easter are bigger, for sure."

Still, she said, "We expect it to be a little bit off, because of the economy, but not extremely."

The economy has taken its toll on the chocolate industry, at least locally, she said. Some shops have closed up this year and she herself has lost two big customers over the past few months.

Predicting how business will go this week is difficult, said the chocolatier, who has been in business for about 17 years, making all her chocolate in the shop.

"It's still a guess," she said. "We just don't know how much disposable income is out there."

Reporter Keith Morelli can be reached at (813) 259-7760.

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