CELEBRATING LOVE ONE STEM AT A TIME
Valentine's Day has evolved from ancient Roman roots into one of the most commercially significant holidays worldwide, with flowers playing a central role in modern celebrations. The tradition began with the Roman festival of Lupercalia, a mid-February celebration of fertility and spring. However, it wasn't until the Middle Ages that the holiday became explicitly linked to romantic love, largely thanks to the poetry of Geoffrey Chaucer.
The practice of giving flowers on Valentine's Day gained momentum during the Victorian era. The Victorians developed an elaborate "language of flowers" (floriography), where different blooms carried specific meanings. Red roses, in particular, became synonymous with romantic love and passion. Queen Victoria and Prince Albert's enthusiasm for exchanging floral gifts helped popularise this tradition among the general public.
The commercialization of Valentine's Day flowers truly exploded in the late 1800s, when improved greenhouse techniques and transportation networks made fresh flowers available year-round. American florist Alphonse Karr is credited with establishing the modern Valentine's Day flower market, recognizing the potential for turning the holiday into a significant event for the floral industry.
Today, flower sales for Valentine's Day are astronomical – red roses account for the majority of Valentine's Day flower purchases, with millions of stems sold in the days leading up to February 14th. The tradition has become so ingrained that florists typically see their highest sales volume of the year during this period.
While some may view the commercialization of Valentine's Day with skepticism, the giving of flowers remains a meaningful gesture that taps into centuries-old traditions of expressing affection through natural beauty. Whether it's a dozen red roses or a thoughtfully curated bouquet, flowers continue to serve as powerful symbols of love and appreciation in our modern celebrations of this ancient holiday.
