Wholesale flower traders and growers at the National Flower Centre are set to sell more than 1.5 million roses and other flowers in the lead up to Valentine’s Day.
With over 60 growers and wholesalers working around the clock to supply more than 700 florists across Victoria, the National Flower Centre at Melbourne Market in Epping anticipates Tuesday 11 February and Thursday 13 February will be two of the busiest days of the year.
Victorians are set to spend big on their loved ones, with flowers remaining the number one choice of gift for those looking to spoil their Valentine.
While roses remain the classic choice, traders are seeing a surge in popularity for other varieties. Australian natives and wildflowers are capturing the hearts of a younger generation, while elegant orchids and fragrant lilies are also proving to be popular picks for 2025.
Other big flower trends this year include multi-colour roses – which add a bright touch to any flower arrangement – and preserved roses, which are specially treated roses that last for many years, offering a lasting symbol of love.
“Flowers remain the ultimate symbol of love and affection,” says Melbourne Market CEO Mark Maskiell.
“There’s nothing quite like receiving a beautiful bouquet on Valentine’s Day, and our traders are dedicated to ensuring Victorians can express their love with the perfect floral gift,” he says.
TIPS TO MAKE YOUR VALENTINE’S FLOWERS LAST LONGER
Keep flowers out of direct sunlight
Trim stems on an angle – this creates a wider base for more water and nutrient uptake.
Add one teaspoon of sugar to one litre of water – this will give the flowers the nutrients they need to continue growing and developing.
Replace water daily
Re-cut stems (on an angle) every 4-5 days
