Industry expects sharp drop in sales as romantics leave city for long weekend break
Hong Kong’s florists are preparing for one of their worst Valentine’s Days on record, as the February 14 celebration falls just days before Chinese New Year, threatening to decimate sales as couples flee the city for the extended holiday.
With Lunar New Year beginning on February 17 this year, industry insiders say many Hong Kong residents have already booked trips to mainland China or overseas destinations, prioritising family reunions and holiday getaways over romantic gestures.
“We’re looking at a potential 40 to 50 per cent drop in revenue compared to a normal Valentine’s Day,” said a senior member of the Hong Kong Flower Retailers Association. “The timing couldn’t be worse for our industry.”
The confluence of the two major occasions has created what florists describe as a “perfect storm” – one that threatens not just individual shops but the entire supply chain, from importers to local growers.
Calendar clash
Valentine’s Day typically ranks among the top three revenue days for Hong Kong’s estimated 400 flower shops, alongside Chinese New Year and Mother’s Day. But this year’s calendar has forced many in the industry to rethink their strategies entirely.
The problem is compounded by Hong Kong’s working patterns. With Chinese New Year’s Eve falling on a Monday, many workers are expected to take leave on Friday, February 13, creating a five-day break that begins the day before Valentine’s Day.
“Last week alone, we had more than 20 regular corporate clients cancel their Valentine’s Day orders,” said a shop manager who operates three outlets in Central and Admiralty. “They’re all travelling. Some are going back to Guangdong, others are taking their families to Japan or Thailand.”
The Hong Kong Tourism Board has forecast that more than 1 million residents will leave the city during the Chinese New Year period, based on advance bookings for flights and hotel rooms.
Industry veterans say they cannot recall a similar clash in recent decades. The lunar calendar’s cyclical nature means such overlaps are rare but inevitable.
Supply chain uncertainty
The timing has left importers scrambling to adjust orders placed months in advance. Hong Kong imports about 80 per cent of its Valentine’s Day roses from South America and East Africa, with shipments typically arranged three to four months ahead.
“We’ve already cut our orders by 35 per cent, but we’re still nervous,” said an executive at a major flower import company. “If we’ve miscalculated, we’ll be left with tonnes of unsold roses that will be worthless by February 16.”
The executive said his company had tried to renegotiate contracts with overseas suppliers but found little room for flexibility, as growers had already allocated greenhouse space and labour based on original orders.
Local farmers in Yuen Long and Sheung Shui, who typically supply about 15 per cent of the market, are also reassessing their cultivation plans. Several flower growers said they were expanding their Chinese New Year flower production – particularly peach blossoms and narcissus – at the expense of roses.
“The maths is simple,” said a third-generation flower farmer in Sheung Shui. “New Year flowers will definitely sell. Valentine’s roses this year are a question mark.”
Adaptive strategies
Some retailers are attempting to salvage the situation through early promotions and alternative offerings.
A flower shop in Causeway Bay has begun offering “pre-Valentine’s packages” for delivery on February 12 and 13, marketed to couples who plan to leave Hong Kong before the weekend. Others are promoting smaller, travel-friendly arrangements or preserved flowers that customers can take with them.
“We’re basically trying to move the holiday forward by two days,” said a retailer with multiple locations across Hong Kong Island. “It’s not ideal, but it’s better than losing the sales entirely.”
Several major flower retailers have also shifted their focus to the hotel and restaurant sector. With many establishments expecting to remain busy over the Valentine’s weekend – catering to those who stay in Hong Kong or international visitors – there is still demand for decorative arrangements.
The Peninsula Hong Kong and The Ritz-Carlton have both placed orders for lobby and restaurant displays, according to industry sources, though on a smaller scale than typical years.
Modest expectations
Despite these efforts, most in the industry have resigned themselves to a difficult February.
A veteran flower seller who has operated a stall in Mong Kok’s Fa Yuen Street for 28 years said he was planning to reduce his staff roster for Valentine’s Day – the first time he had done so in nearly three decades.
“Usually we need everyone working from morning until midnight,” the stallholder said. “This year, I don’t think we’ll need the extra hands.”
The Hong Kong Flower Retailers Association has not issued formal sales forecasts but acknowledged the outlook was “challenging.” A spokesperson said members were being advised to manage inventory carefully and avoid over-ordering.
Not everyone is pessimistic. Some retailers note that Hong Kong’s population of 7.5 million means substantial numbers will remain in the city, including young couples, expatriates, and those with work commitments.
“There’s still a market, just a smaller one,” said the managing director of an online flower delivery service. “We’re adjusting our expectations but not giving up on the day entirely.”
Long-term implications
Industry observers say this year’s experience may prompt changes in how Hong Kong florists approach Valentine’s Day planning in future years, particularly given the increasing popularity of overseas travel during Chinese New Year.
“This is a wake-up call,” said a retail analyst at an international property consultancy. “Florists need to build more flexibility into their supply chains and perhaps diversify their revenue streams beyond these peak days.”
For now, the city’s flower sellers are focused on getting through February. Many expressed hope that couples would still find ways to mark the occasion, even if it means celebrating early or finding creative alternatives to traditional bouquets.
As one Tsim Sha Tsui florist put it: “Love doesn’t follow a calendar. We just hope our customers remember that.”