St. Valentine’s Day at Top Flowers – what stands behind a day that starts months earlier
- Order intake for St. Valentine’s Day opens on January 18
- Around February 10, temporary suspension of order intake is possible if capacity is reached
- The main stock supply is contracted as early as December 15 and is approximately 40% higher in price
- On February 14, we process a workload equal to an entire month
- We work with standard and additional delivery time slots
- In case of an issue – there is always a solution from our side
St. Valentine’s Day is the busiest day of the year for us. It is not a day that simply “happens,” but one that is prepared carefully and well in advance. Decisions made weeks and months earlier determine not only prices and availability, but also the quality of every single delivery on February 14.
Order intake and capacity control
Order intake for St. Valentine’s Day opens on January 18.
Around February 10, we usually reach our physical capacity. At that point, it is possible to temporarily stop accepting new orders and reopen intake later if we manage to catch up. In the last 2–4 days before the holiday, this happens more often.
This is not chaos, but control. We prefer to pause order intake rather than take on more than we can deliver without compromise.
All holiday deliveries are carried out on February 14 itself, with the week before and after also experiencing increased workload.
Pricing, planning, and reality
We work with standing orders – fixed weekly quantities that we receive throughout the year. This provides stability and predictability during normal periods.
For St. Valentine’s Day, conditions are different.
Our main holiday supply is:
requested, prepaid, and confirmed as early as December 15
with a price difference of approximately 40% compared to year-round pricing
Despite this, we deliberately work with a reduced margin in order to keep prices as balanced as possible in the early stage of the campaign.
Once our own quantities are exhausted, additional supplies from external vendors become necessary – at significantly higher prices (up to 60%) and with quality that does not always meet our standards. That is why we prefer to limit order intake rather than compromise.
Why roses increase in price the most
On St. Valentine’s Day, the red rose sees the most significant price increase.
Producers require us to purchase 1 colored rose for every 3 red roses, which directly impacts the overall cost of the supply. For this reason, we try to distribute the price burden across different products, but it is inevitable that:
- roses
- bouquets with a large number of roses
- and labor-intensive arrangements
carry higher prices.
One day with the volume of a month
On St. Valentine’s Day, we fulfill an order volume comparable to what we usually process in an entire month.
We work with the same team that supports us throughout the year. We switch to double shifts and a round-the-clock schedule, using additional couriers who are familiar with our processes, as well as office support from people who have already worked with our system.
Deliveries and time slots on February 14
In Sofia, we deliver exclusively with our own couriers.
For the rest of the country, we work with Econt, where statistically there are around 3% deviations.
On February 14, we will operate with a combination of standard and additional delivery time slots, prepared specifically for the holiday.
Our standard time slots remain active:
- 09:00–19:00
- 17:00–19:00
- 19:00–21:00
- 21:00–23:00
Additionally, for the campaign we introduce longer time slots:
- 09:00–14:00
- 14:00–19:00
These time slots will be available alongside the standard ones and will be used depending on workload, with the goal of better organization and more accurate fulfillment.
Issues we take responsibility for and resolve
Last year, we had an exceptionally small number of problematic orders – both in Sofia and nationwide.
When an issue arises, our standard is clear:
- direct contact
- compensation
- repeat delivery if necessary
For us, the process does not end with delivery, but with resolution.
What is important to know
St. Valentine’s Day is not a one-day effort, but the result of long-term planning, clear agreements, and years of accumulated experience. On this day, we do not seek maximum volume at any cost, but control, predictability, and uncompromising execution – in quality, organization, and customer care.
FAQ – frequently asked questions
Why do prices change in the last days before St. Valentine’s Day?
The main holiday supply is limited in quantity and contracted under pre-agreed conditions. Once it is exhausted, additional supplies must be sourced at significantly higher prices.
Is it more cost-effective to order earlier?
Yes. Early orders are fulfilled from pre-planned stock and allow for more balanced pricing and a wider selection.
What delivery time slots are available on February 14?
We operate with both our standard time slots and additional, longer time slots created specifically for the holiday.
Can I choose an exact delivery time?
No. On the holiday itself, we work with delivery time slots. If you leave a preference in the order notes, we will try to accommodate it, but we cannot guarantee it.
Why is order intake sometimes temporarily suspended?
When we reach our physical capacity, we temporarily stop accepting orders in order to maintain quality of execution.
What happens if there is an issue with delivery?
We contact the customer directly and offer a fair solution depending on the situation.
Do you work with your own couriers?
In Sofia, we deliver with our own couriers. For the rest of the country, we use Econt’s services.