Beyond roses: How young flower entrepreneurs are reinventing Valentine’s Day

Valentine’s Day is often marked with roses and romance. But for many small flower entrepreneurs, it is measured in stems counted, hours stretched, and sales that could determine how the rest of the year unfolds.

As demand surges every February 14, a new generation of sellers is reshaping how flowers are bought and given — moving away from purely traditional red roses toward colorful, customizable, and experience-driven bouquets.

For Kelly Intal, 25, co-founder of Bloom with Grace in Porac, Pampanga, the inspiration for their pop-up “create your own bouquet” concept came from social media.

“I think nag-start talaga siyang mag-trend dahil sa mga TikTok videos from Salcedo Market, where people were buying aesthetic flower bouquets and posting them online. Dahil doon, naging mas visible at mas appealing yung concept ng mix-and-match bouquets," Intal told GMA News Online. 

(I think it really started trending because of TikTok videos from Salcedo Market, where people were buying aesthetic flower bouquets and posting them online. Because of that, the concept of mix-and-match bouquets became more visible and more appealing.)

Bloom with Grace sample flower arrangment (Photo by Sherylin Untalan)

As the bazaar culture rose in Pampanga, Intal and her friends decided to launch their own pop-up booth, allowing customers to personally choose their “mains” and “fillers” instead of buying pre-arranged bouquets.

“For me, naka-attract ang fixed budget to customer kasi may fixed budget or customizable setup, so people get to pick yung flowers kung ano gusto nila. Parang may sense of control and creativity sila sa paggawa ng bouquet nila, and they feel na personal yung gift or experience.”

(For me, the fixed budget attracts customers because with a fixed budget or customizable setup, people get to choose the flowers they want. It gives them a sense of control and creativity in making their bouquet, and they feel that the gift or experience is personal.)

Instead of sticking to all-roses arrangements, customers are gravitating toward Thumbelina bouquets — small, vibrant flowers combined in colorful clusters — as well as lilies and carnations.

“I think ngayon, people are less traditional and mas nagiging creative sila sa choices nila. Gusto nila yung more colorful at unique combinations instead of just sticking to all-roses bouquets," she added. 

(I think now, people are less traditional and are becoming more creative in their choices. They want more colorful and unique combinations instead of just sticking to all-roses bouquets.)

For Intal, Valentine’s Day significantly boosts revenues.

“During Valentine’s pop-up, nag-spike ang orders at tumaas ang presyo ng bulaklak, kaya mas mataas ang kita kumpara sa regular days," she said. 

(During the Valentine’s pop-up, orders spike and flower prices increase, so earnings are higher compared to regular days.)

Still, she believes flowers should not be confined to one occasion.

“I think no, people love flowers hindi lang during Valentine’s. Marami rin yung bumibili for normal day, weekend dates, anniversaries, monthsaries, at other special occasions," she shared. 

(I think no, people love flowers not only during Valentine’s. Many also buy them for normal days, weekend dates, anniversaries, monthsaries, and other special occasions.)

Even when flowers wilt quickly, she says their emotional value keeps demand alive.

“I think kahit mabilis mag-wilt ang bulaklak, binibili pa rin siya kasi may emotional at symbolic value. Parang instant happiness at special feeling ang naidudulot niya.”

(I think even if flowers wilt quickly, people still buy them because they have emotional and symbolic value. They bring instant happiness and a special feeling.)

In Quezon City, the Valentine’s rush brings a different kind of intensity.

For Samy Mallare, 24, founder of Dilig.mnl Flower Shop, the day is both an opportunity and a pressure point.

"When it’s Valentine’s Day, every move counts, every stem counts," she said.

“Sa sobrang taas ng demand, kailangan properly managed yung schedule namin mula sa pagbili sa suppliers hanggang sa paggawa ng bouquets at deliveries.”

(Because of the high demand, we need to properly manage our schedule — from buying from suppliers to arranging bouquets and handling deliveries.)

Bouquet by Dilig.mnl Flower Shop (Photo by Sherylin Untalan)

Mallare, who started her business five years ago as a university final project, says the industry faces a serious manpower challenge.

“Malaking rason dito ay yung kakulangan talaga sa trained florists… ang average na flower shop nasa 100+ kailangan iproduce na bouquet per day sa Valentine’s.”

(A major reason is the shortage of trained florists… the average flower shop needs to produce over 100 bouquets per day during Valentine’s.)

She notes that floristry is a skilled craft that takes years to master, yet many trained florists leave the country or shift careers due to instability.

Like Intal, Mallare has also observed changing consumer preferences.

“Dati pag sinabing ‘Valentine’s’ roses kaagad… ngayon mas nagugustuhan na ng kabataan yung mga assorted arrangements.”

(Before, when you said ‘Valentine’s,’ people immediately thought of roses… now younger customers prefer assorted arrangements.)

Social media plays a decisive role in demand.

“Sa amin, considering na purely online store kami, make or break ang social media talaga.”

(For us, considering we are a purely online store, social media is truly make or break.)

Despite the surge in February, she admits the industry’s stability remains tied to the holiday.

“Kahit isipin natin na Valentine’s Day ang rason kung bakit skewed yung market, ito parin isa sa pinakamalaking nakakacontribute sa profit ng mga flower shops pang buong taon," she added. 

(Even if we think Valentine’s Day skews the market, it is still one of the biggest contributors to flower shops’ yearly profit.)

And in today’s economy, she adds, flowers are often considered a luxury.

“Sa mundo at ekonomiya natin ngayon, mahal magmahal… hindi nakakain ang bulaklak.”

(In today’s world and economy, loving is expensive… you cannot eat flowers.)

More than a bouquet 

For Mallare, flowers are more than a product to be sold.

“To give flowers is to give love… a tangible version of love,” she says. “Alam naman natin na nalalanta ang mga bulaklak, but that’s what makes them even more special.”

(We know flowers wilt, but that’s what makes them even more special.)

Even as trends evolve and market pressures intensify, one thing remains constant: the emotional pull of flowers.

For young entrepreneurs like Intal and Mallare, Valentine’s Day is not just about romance. It is about resilience, adaptation, and finding meaning in something fleeting. 

Each bouquet sold may eventually fade — but for the businesses behind them, every stem represents effort, creativity, and hope that love, in whatever form, continues to bloom beyond February 14.—LDF, GMA Integrated News