BloomNation Florists Deliver Growth on a Historically Challenging Valentine’s Day

Photo credit: Floral arrangements by BloomNation partner florist, Flonet US

PRESS RELEASE

LOS ANGELES, February 2026 — BloomNation, the leading e-commerce platform for 4,000 independent florists across the U.S. and Canada, reported year-over-year growth this Valentine’s Day, despite the holiday falling on a Saturday, traditionally one of the most challenging calendar placements for the floral industry.

Platform Performance Highlights (February Year-over-Year):

Across the broader platform, BloomNation recorded strong overall growth with GMV and order volume up 14%.

In addition, this year, BloomNation’s same-store florist cohort delivered positive year-over-year growth across all major performance indicators.

These results reflect a matched group of florists active in both February 2025 and February 2026, providing a direct apples-to-apples comparison of performance.

This combination of same-store growth and overall platform expansion underscores continued momentum across BloomNation’s network of independent florists.

February 13th Sets Historical High

February 13th marked the strongest single day in BloomNation’s history in terms of order volume and overall GMV, as consumers increasingly opted for early delivery ahead of Valentine’s Day weekend.

“This Valentine’s Day was a real test for the industry,” said Farbod Shoraka, CEO and Co-Founder of BloomNation. “When the holiday lands on a Saturday, florists lose weekday office deliveries, which are typically strong revenue drivers. They also compete with weekend plans and getaways, as consumers travel or shift celebrations. The fact that our platform still helped local florists generate more sales than last year speaks to our dedication to doing whatever it takes to help them grow.”

What Drove Performance

• Direct-to-consumer orders on custom florist websites powered by BloomNation
• Early pre-order promotions leading into the holiday
• Continued demand for Designer’s Choice arrangements
• High-performing email and SMS campaigns delivered through BloomNation’s built-in marketing services

The data reinforces an ongoing trend: consumers are increasingly choosing to order directly from local florists rather than relying on national order-gathering services. They are opting for unique, custom-designed arrangements that reflect creativity, not mass-produced, cookie-cutter products. This shift underscores a growing appreciation for artistry, personalization, and supporting local businesses.

“Our florists are building stronger customer loyalty and more predictable revenue streams,” added Gregg Weisstein, COO and Co-Founder. “The shift toward direct ordering and independent ownership continues to gain momentum.”

Consumer Trends & Standout Moments

• • Peak Ordering Time: The strongest order volume occurred on February 13th, with the single highest-performing hour at 5:00 PM, reinforcing that many consumers continue to wait until the last minute.
    
  • Upsell Stability: Upsell rates remained steady year-over-year at 14%, indicating that customers continued adding premium touches such as upgraded sizes and add-ons despite economic pressures.
  • Top Flowers & Colors: Roses dominated by a wide margin, with red and pink remaining the most popular color choices. Beyond roses, carnations, and hydrangeas saw strong demand.
  • Unexpected Color Growth: Orders featuring black as a color increased 590% year-over-year, signaling emerging interest in bold, modern palettes.
  • Largest single order: $10,460

Flower for Flower, Premium Red Roses with Orchids

Venetian Flowers, “Electric Romance” Arrangement

Luxury Florist Abbeys Flower Garden, Black Roses

My Glendale Florist, “Eternal Flame” Arrangement

Flonet US, “Crimson Nocturne” Arrangement

Mercury Flowers, Luxury Red & Black Roses

Looking Ahead

“For 14 years, BloomNation has been the most innovative platform built with florists in mind and at heart,” said Shoraka. “Through economic shifts, industry disruption, and changing consumer behavior, our commitment has never wavered. We will continue leading with innovation and delivering the modern tools independent florists need to grow in any market condition.”

About BloomNation

Founded in 2011, BloomNation provides independent florists with high-performing custom websites, an integrated point-of-sale system, advanced marketing tools, and technology that enables them to operate profitably and independently. BloomNation supports over 4,000 florists across North America.

For more information, visit joinbloomnation.com.

Media Contact:
Sonia Maslovskaya
Head of Marketing
sonia.maslovskaya@bloomnation.com
BloomNation