Hong Kong’s florist industry anticipates a major revenue decline for Valentine’s Day this year as the customary romantic holiday severely clashes with the extended travel exodus preceding the Lunar New Year holiday. Industry experts predict that the unprecedented proximity of the two major events will drastically reduce demand for traditional floral arrangements, forcing retailers and importers to swiftly adapt supply chain strategies and revenue models to mitigate anticipated losses.
The Hong Kong Flower Retailers Association estimates a potential 40 to 50 percent drop in revenue compared to typical Valentine’s Day sales, which usually ranks among the top three highest-grossing days annually, alongside Mother’s Day and Chinese New Year itself. With the Lunar New Year holiday commencing just days after February 14, many residents have prioritized family reunions and international travel, creating a “perfect storm” for the city’s approximately 400 flower shops.
The Great Migration Impact
The confluence of the holidays is exacerbated by local working patterns. As Chinese New Year’s Eve falls on a Monday, numerous Hong Kong workers are expected to take Friday, February 13, off, resulting in a five-day weekend break that begins before Valentine’s Day.
This schedule shift has immediately impacted corporate spending. Several florists have reported that regular business clients, who often place large orders for Valentine’s celebrations, have cancelled their planned purchases due to employees traveling overseas or returning to mainland China.
The Hong Kong Tourism Board corroborates the trend, forecasting that over one million residents will depart the city during the Chinese New Year period based on advance travel bookings. Retailers state this calendar clash is exceptional, with veterans unable to recall a similar overlap in recent decades.
Supply Chain Shock
The anticipated drop in sales has ripple effects across the global supply chain. Importing firms, which source roughly 80 percent of Hong Kong’s Valentine’s roses from South America and East Africa, typically place orders months ahead.
One executive from a major import company disclosed that they had already reduced rose orders by 35 percent. However, the lack of flexibility from overseas growers, who have already allocated resources based on original contracts, leaves importers nervous about being left with vast quantities of highly perishable, unsold roses by mid-February.
Local agricultural producers are also adjusting their focus. Farmers in areas like Yuen Long and Sheung Shui, who usually supply about 15 percent of the Valentine’s market, are reportedly scaling back rose cultivation to increase production of traditional Lunar New Year flowers, such as narcissus and peach blossoms, which offer a more certain sales outlook.
Retailers Pivot Strategies
To offset the revenue shortfall, many Hong Kong florists are employing adaptive countermeasures:
- Early Promotions: Some retailers are promoting “pre-Valentine’s packages” for delivery on February 12 and 13, targeting couples scheduled to travel before the traditional holiday.
- Travel-Friendly Offerings: Small, compact arrangements and preserved flowers are being marketed as suitable gifts for travelers.
- Focus on Hospitality: Retailers are shifting focus to the hotel and fine-dining sectors, which anticipate continued business with non-traveling locals and international visitors, maintaining a modest demand for decorative displays.
Despite these efforts, many industry participants are bracing for challenging conditions. A veteran stallholder in Mong Kok’s Fa Yuen Street, a prominent flower market, noted plans to reduce staff for Valentine’s Day—a move he has not made in nearly three decades.
Broader Implications and Future Planning
While a significant portion of the population will leave, some retailers maintain cautious optimism, noting that Hong Kong’s 7.5 million population ensures a market still exists, particularly among expatriates and young couples remaining in the city. The managing director of one online delivery service stated they were adjusting expectations but not abandoning the day entirely.
Industry observers suggest that this year’s experience may serve as a crucial wake-up call, necessitating greater flexibility in flower supply chains and encouraging florists to diversify revenue streams beyond rigid peak demand periods. As florists navigate this difficult February, the consensus is that future business models must account for the increasing complexity of holiday scheduling and travel trends.