5 Things to Know About Buying Flowers on Valentine’s Day

TIME

If you were putting off shopping for Valentine’s Day, then it’s time to wake up and smell the roses.

Almost 40% of American consumers will buy flowers for the holiday, spending a total of $2.1 billion, according to a National Retail Federation survey. More than 60% of those purchases will be roses, the Society of American Florists says. Here are five things to know if you are buying flowers.

Red roses are more expensive now.

Red roses—especially the long-stemmed kind—are considered “overpriced” around Valentine’s Day thanks to high demand and consumers’ willingness to pay. As TIME reported earlier this week:

While wholesale prices vary depending on location, florists say they typically pay twice as much for roses in early February than they do at most other times of year. Increased transportation costs and extra labor are among the reasons often given for why rose prices are inflated around now.”

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