Valentine’s Day 2021 and the Complexity of the Flower Supply Chain

It is magic in itself

written by: Shabistan Khan | 14-02-2021

Valentine's Day 2021 and The Complexity of the Flower Supply Chain - Shabistan Khan on Thursd. Header

It’s Valentine’s Day

We all have waited for it. We all have started preparing for it many months ago. Valentine’s Day 2021, for the floriculture industry the most important floral holiday.


Valentine article De Ruiter on Thursd - featured


Like Magic

The major chunk of revenue comes from Valentine’s Day and Mother’s Day sales. It is the most important and busiest time for the flower industry… a complete madness. But there are methods to this madness. The breeders, the growers, the marketers, distributors, and logistic companies, wholesalers, and florist working their parts to convey the most beautiful emotions of love with the most beautiful creation of God’s flowers. It is magic in itself that how millions of stems travel, traded, change many hands, and sell in form of beautiful arrangements to the final consumer in a single day, and how beautifully all stakeholders come together and make it happen.


Valentine's Day 2021 and The Complexity of the Flower Supply Chain - Shabistan Khan on Thursd. Transport


Limited Air Space

The biggest challenge we faced this year with Valentine’s Day flower is limited air space. Flowers are perishable products and transported in a cold chain. It is foremost to send flowers from point A to point B as fast as possible with a controlled temperature environment. Millions of stems are exported from Kenya, Ethiopia, Ecuador, and Colombia across the world, using air freight. Due to limited passenger airlines operating the demand for freight space is more than the supply. This resulted in offloads, delays in shipment arrivals, and complete cancellation of an order as it can not reach the destination well in time. This year we have faced the largest number of delays, some of the delays happened due to bad weather.


Valentine's Day 2021 and The Complexity of the Flower Supply Chain - Shabistan Khan on Thursd. Transport (1)


Flowers in the UK Are More Expensive Compared to Last Year

A good production, reasonably good demand was setoff by the higher prices and the delay in shipment because of lack of flights and storms few florists even received the frozen product in Europe. Brexit and paper works related to it was another challenge for flower importers in the UK. The new phyto norm for the UK resulted in almost a day delay compared to last year, and tax on flowers makes it more expensive this year.


VALENTINE’S DAY TIPS FOR FLORISTS - red roses - Porch & Prairie - on thursd


Enormous Pressure to Ship All the Orders in Time

This is a tough year, and all the stakeholders have their share of challenges. By far this is the most challenging Valentine for me. Uncertainty about space booking, fear of offloads, missing the connecting flights, delay in shipments due to bad weather, are the nightmares of flower exporters, and all of these happened in the last ten days. Probably we have experienced the largest number of offloads and delays. We felt enormous pressure to ship all the orders in time. We managed that.


Neill Strain Floral Couture Introduces the New Collection of Valentine’s Day Flowers - entrance arch of red roses on thursd


Communication Is the Most Crucial in Times Like This

What I realize, the communication is the most crucial in times like this. It is very important to communicate with the client in real-time and with complete transparency. Follow the shipment at every point of transit till it reaches the client. Nothing matters more than assurance and truth to the client. There are orders we were not able to deliver due to last minutes cancellation of a flight. We must explain the situation to a client, try to work on alternatives, and if we could not ship the flowers, we should tell them as earliest as possible rather than informing them at the last minute. It puts the client in a difficult situation that will ruin your work relationship with them. It is critical to keep communication open and maintain the relationship with the clients. The COVID-19 will not stay forever, and everything will become normal sooner or later.

Lessons Learned

With all the uncertainties surrounding us, with all the circumstances beyond our control, we hope against all hope and believe in the power of love. With All the challenges and chaos, we still manage to spread the message of love with our flowers. The lessons learned in Valentine 2021 will be remembered forever.

Shabistan Khan

I started my career as Equity Research Analyst after finishing my MBA but soon after discover my passion for flowers and entered in the floriculture industry. I worked at various levels in floriculture starting with my flower online shop where I oversaw Marketing, Sales, and designing concepts of the flower bouquets for various occasions and flower decoration for events and weddings. After that, I worked with one of the largest exporters of the Roses from India. Currently, I am working with Black Tulip Flowers one of the largest exporters of fresh-cut flowers from Kenya. I occasionally writes about floriculture on My blog flowerandeverything.com and other flower portals.

All author blogs
Related blogs
5 Flower Trends Expected To Surge In Popularity In 2021 - featured - andrea bassoli - blog on thursd
5 Flower Trends Expected to Surge in Popularity in 2021

From personalized to sustainable flower solutions

Thursd Feature Freedom for Two - Wedding Trend 2021
Freedom for Two – Wedding Trend 2021

The results exceeded my wildest expectations

Flower Virus by Liz van Stijn of Helicon
Flower Virus

This is the shape of corona

Boho Weddings by Angelica Carbonara
The 2021 Boho Wedding Style

This will be a great challenge in 2021

Flower Class on a Boat - Flority Fair- Article on Thursd. - Header (1)
A Flower Arrangement Class on a Boat to Rediscover the Roman River

Let tourists and locals experience Rome from an unusual prospective

Design Japanese Garden Katleen Wuyts - Blog on Thursd - Featured
The One Green Flower among Beautiful Colors

Between all the colors I look in the mirror and find myself

The Flowers Chain - Mikala Forcellini on Thursd. - Florist
The Flowers Chain

A short film to reach the end-consumer

Giulia Giontella of Flority Fair on Thursd - featured
Flowers and Melons at the Tuesday Flower Market in Rome

I never get used to the alarm at 5 am for getting in time to the market

Giulia Giontella - Blog on Thursd. - Valentino
A Tuesday Flower Market in Rome

I never get used to the alarm at 5 am for getting in time to the market

all products

all florists

all growers

all breeders

all traders

all essentials