SOURCE: California Flower Mall

California Flower Mall

February 02, 2011 11:52 ET

LA Flower District Valentine's Wholesalers Ready If Cupid's Still Counting Pennies

LOS ANGELES, CA--(Marketwire - February 2, 2011) - With signs of economic recovery peeking out, Los Angeles Flower District California Flower Mall wholesalers petal up for Valentine's Day with cautious optimism. Early forecasts predict Americans are expected to spend more on their significant others this Valentine's Day. Los Angeles based retail consulting firm IBIS World, predicts a rise in Valentine's spending of nearly 6 percent to $18.6 billion. The strongest growth will be in Valentine flowers, forecast to grow 16.8 percent.

Mark Chatoff, Owner and President of the LA Flower District California Flower Mall, said, "This is the brightest economic beacon of light we've seen yet. A Society of American Florists survey also suggests that cupids may feel flusher for Valentine's Day, it's a relief to see a variety of sources expecting growth in 2011 after three years of reports that Valentine's rose orders have fallen, according to SAF's post-holiday surveys."

The SAF surveys show customers had been opting for less costly roses -- and that thriftiness has contributed to a decline in red rose orders. Last year, 65 percent of all rose orders were for red buds, compared to almost 70 percent in 2008. Mixed-flower bouquets -- not non-red roses -- seem to be making up the difference. Sales of mixed flowers as a percent of all orders continued to rise to 36 percent last year, up from 29 percent in 2009. Sales of non-red mono-colored roses, mixed-colored roses and non-rose single flower types were virtually unchanged over the past three years at retail florist businesses.

Los Angeles Flower District California Flower Mall Wholesaler Gersane Bustos, President of Growers Direct Flowers, Inc., said, "We'll have plenty of lavish long stemmed red Columbian roses, a wide mix of gorgeous, farm fresh Valentine's flowers and roses at every price point. Some may have the urge to splurge, but, many learned to be careful spenders over the last three years."

About CFM
The LA Flower District California Flower Mall, a premier 45,000 sf wholesale flower market in the eight-block Downtown LA Flower District is the only flower market open extended evening hours Valentine's week and 24/7 -- 48 hours through Valentine's Day selling wholesale flowers to the trade, with Valentine Flower discounts to the public up to 70 percent. 

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