Consumer goods Lovers give more time instead of roses on Valentine's Day
A florist gets ready: Roses in particular are still popular on Valentine's Day - but not only. (archive picture)
Image: Keystone
Instead of flowers, more and more couples are giving each other the gift of time together. (archive picture)
Image: Keystone
A florist gets ready: Roses in particular are still popular on Valentine's Day - but not only. (archive picture)
Image: Keystone
Instead of flowers, more and more couples are giving each other the gift of time together. (archive picture)
Image: Keystone
Romance is celebrated with flowers, perfumes and chocolates on Valentine's Day. As more and more industries want to profit from the expression of love, the traditional red rose is increasingly losing out.
12.02.2025, 10:47
12.02.2025, 12:04
SDA
For florists, February 14 is still one of the most important sales days of the year. According to the Florists' Association, sales amount to around 40 million francs, which accounts for 5 percent of annual sales of cut flowers in Switzerland.
However, Valentine's Day has become increasingly popular - and more commercial - in recent years. Despite a long tradition, the bouquet of red roses is no longer a sure-fire success for florists, as they are in strong competition with other sectors that are pushing into the love business.
The florist Fleurop has also observed a slight decline in sales, albeit at a high level, as Fleurop spokeswoman Gabi Hophan told the news agency AWP. On Valentine's Day, however, they still sell 16 times as much as on a normal day.
One strategy is also diversification: Fleurop now also offers "additional gifts" in addition to flowers: white teddy bears, Prosecco with ice coolers and glasses, chocolate in heart-shaped metal tins and vouchers for thermal baths.
Holiday doesn't come close to Easter
Looking at the flower industry as a whole, however, competition from new products has not yet had a noticeable impact on sales on Valentine's Day, says Thomas Bähler, Managing Director of the Florists' Association. On Mother's Day, however, which is just ahead of Valentine's Day in terms of sales, it does. However: "Fortunately, the red rose still stands for Valentine's Day and the spring bouquet for Mother's Day," says Bähler.
Other Valentine's Day classics are chocolate and perfume. Although Valentine's Day does not come close to other holidays such as Easter and Christmas, writes a Lindt&Sprüngli media spokeswoman, it is still an important occasion from a business perspective. Lindor hearts or cornets, for example, which can be personalized with messages, are sold.
For years, the import perfumery has seen an above-average increase in sales around February 14, according to an inquiry. The men's fragrance "Stronger with you" by Giorgio Armani is particularly popular for the upcoming day of love.
Experiences instead of products
The popularity of Valentine's Day is increasing in many places. In Germany, for example, 28% plan to buy something for their loved ones on Valentine's Day this year, compared to just 17% in 2020. This is the result of a representative survey conducted by the retail research institute IFH.
However, it is questionable whether this can be transferred one-to-one to Switzerland. According to Nordal Cavadini, retail expert at AlixPartners, the weakening retail sector is hardly providing any tailwind in this country.
Because there is less money available, many consumers plan to spend less on non-essential products in 2025 than in the previous year, according to a representative study conducted by the consulting firm last November. If they had more money, most of the consumers surveyed would spend it on vacations in particular. Instead of roses, chocolates or perfume, people also like to give vouchers and experiences on February 14, says Cavadini.
On this Valentine's Day in particular, which falls on a Friday, the restaurant and hotel industry should be delighted. Dinners and museum visits are being advertised with slogans such as "Culinary delights instead of kitsch" and "Valentine's Day can be different", while travel providers are enticing customers with offers for a romantic break for two. "But there probably won't be any records," says Cavadini.
