The Logistics Behind Valentine's Day

The Logistics Behind Valentine’s Day

Posted on:
Feb 14, 2018

February 14th, Valentine’s day — a day for love and romance — is upon us. And it’s no secret that this day screams for florists, as gifting flowers add spice to the day and fill the atmosphere with all shades of love.

Amidst all the excitement and thrill that comes with this day, not many individuals recognize the logistics that happen behind the scenes. There’s a lot that goes into making Valentine’s Day memorable for you and your loved ones. And that is what this post aims to bring to the spotlight.

As you keep reading, you’ll discover the amount of effort that goes into the supply chain to pull this day off in a remarkable fashion.

Valentine’s Day Logistics of Roses

Studies show that US consumers purchase more flowers on Valentine’s Day than on any other day of the year. It’s no surprise that roses are the number one choice. This comes as no surprise because roses have become a symbol of love, romance, and passion.

That said, it takes a lot of time, resources, and effort to get these items market ready. All flowers, including roses, are considered perishables. And like other perishables, they also need extra attention and care. For instance, they require specific temperatures to maintain their freshness throughout transit. In cases when there is no maintained temperature, the flowers could lose their bloom.

Shippers use refrigerated trucks when moving these items, as they help regulate the temperature inside the trailer. In between movements, the flowers are kept in a temperature-controlled warehouse. The rose flower grows year-round and is prepared to satisfy the high demand around Valentine’s Day. Past statistics suggest that an average of 198 million roses are produced each year for this day. Additionally, these roses are commonly transported to countries like the United States of America ahead of the big day.

Valentine’s Day in Numbers

Truth is, you will likely find roses almost everywhere you look, including the least expected places. You can find roses in your local gas station, supermarket, big box store, and even on street corners, to name a few. These flowers are transported over a long distance from Latin America to save consumers in different countries across the globe the trouble.

As stated earlier, the roses are kept in temperature-controlled warehouses. After which, they are transferred to trucks with attached refrigerated trailers. These trucks make the long haul across the country, delivering roses to many different centers that handle the distribution of roses to their final destination before the buyer’s rush hour. It takes around 10 days before rose gets to the stores where they will be sold.

During these 10 days of travel, the rose flowers are given the much-needed attention and care to ensure that each rose arrives at the final destination as fresh as possible. At this point, florists take the centre stage by preparing bouquets. And then, it is go-time, as consumers can find and purchase the perfect rose(s) for their special partners or loved ones.

The logistics don’t end at the stores though. These flowers are also delivered to the doorsteps of many homes spread across the country by retailers. And they always arrive in top condition because they are delivered by the best shippers in the business.

How Does Valentine’s Day Logistics Work?

Some popular Valentine’s Day gifts can only be shipped via refrigerated trailers. Hence, the demand for temperature-controlled equipment is on the rise. Keeping these products in the right conditions and maintaining a suitable temperature is extremely important. Flowers need the perfect environment to remain in excellent condition (attractive) since they will be sold as gifts.

There’s no room for errors when it comes to the expression of love on this day. Since these gifts have an emotional context, there is pressure on manufacturers, retailers, and suppliers to meet up with lofty expectations. For example, they need to keep roses at 35°F throughout transit and upon arrival as well.

The delivery time also plays a vital role in customer experience, as it sets the tone for Valentine’s Day. This is why any canceled, delayed, or damaged orders won’t be welcomed with open arms or smiling faces. Instead, it will lead to the emergence of a frustrated customer who will most likely not consider your company or store in the near or distant future. You will agree that losing a customer’s loyalty is bad for business. Therefore, the delivery time must be spot on.


As you can see, the supply chain of Valentine’s Day gifts is lengthy and complicated. However, with a reputable shipping service or logistics provider, you can be sure of the ideal planning and operational execution of these shipments.

In a nutshell, only reliable logistics and retail companies can supply the high-quality and precious gifts we feel our loved ones deserve at the right moment. And truth be told, this delivery goes beyond the gifts; it is undoubtedly the delivery of a memorable experience that will stand the test of time.

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