Sparks Florist was no exception, with activity buzzing at the business’ stores and floral design center, located at 1400 Hymer Ave.
“We hire from 35 to 40 temps for this week and expect to make 1,000 deliveries today and 3,000 for the week,” said Suzanne Shepard, director of the center.
According to a survey by the National Retail Federation, the average American spent $116.21 on Valentine’s Day, 12.8 percent more than the estimated $103 spent per person in 2010 on cards, jewelry, clothing and flowers.
The same survey estimated that people spent $1.7 billion dollars on flowers this year.
Cathy Parrish, owner of Flowers by Patti at 3430 Lakeside Drive in Reno, said her sales were up 20 percent on Monday. She hired 10 temporary workers and had seven delivery drivers on the road to cover the increased business.
Karin Wells, owner of KaBloom Southtown Florist at 748 S. Meadows Pkwy., said her store was so packed that she had little time to give an interview.
“All I can say is that KaBloom Southtown Florist has business that is all get-out and that things are going great,” Wells said.
Another factor driving sales was that this Valentine’s Day fell on a Monday. Sales usually don’t do well on holidays that land on weekends, said Armando Doblado, a flower buyer at Green Leaf Wholesale, which distributes flowers to stores as far away as Elko.
Shepard said Valentine’s Day and Mother’s Day are Sparks Florist’s two busiest days.
“We call it Mother’s Day week and it’s a little easier going,” Shepard said. “Valentine’s Day is more intense and the majority of customers want flowers delivered on Monday, even though some had their orders delivered Friday or on the weekend.”
Stores reported that traditional flower arrangements are in vogue this year. As could be expected, red roses, carnations and tulips made up the bulk of sales.
Last year, arrangements of various flowers with different colors were popular, said Ron Fisk, owner of Agape Love Chapel and Flowers at 345 N. Arlington Ave. in Reno.
“This year we’re big on red roses,” Fisk said. “Last year people were buying more colors.”
But not all stores were doing well. Even though this year’s Valentine’s Day sales are up 50 percent over 2010 at Best Flowers by Julie located at 1599 S. Virginia St. in Reno, manager Ricardo Garcia said sales overall have been poor compared to the past three years the store has been in business.
“Things have been tough this year,” Garcia said. “As a flower shop, we rely on on the holidays to get through the rest of the year.”