Trade Insight: Valentine’s 2026 Auction Performance at Royal FloraHolland

Valentine’s Day 2026 delivered strong, stable trading across the Dutch auction system, with volumes slightly higher than last year and a noticeably calmer market environment overall.

Across the Valentine trading period, approximately 464 million stems were sold, including around 150 million roses, confirming roses remain the dominant Valentine product globally. However, demand was also strong across tulips, chrysanthemums, gerberas, and lilies, reflecting continued diversification in gifting choices.

Unlike previous years, the market showed less volatility and less last-minute pressure. Supply conditions were more stable, and buyers placed orders earlier, allowing logistics and pricing to move more smoothly through the system. The absence of major weather-related disruptions in key growing regions also supported consistent supply.

Auctioneers reported that the most intense trading activity occurred early in the week prior to Valentine’s, reinforcing the importance of forward planning and timely purchasing strategies.

What this means for florists

• Demand remains strong, but panic buying is reducing.

• Earlier purchasing is becoming the norm at trade level.

• A broader product mix continues to gain share alongside roses.

• Stable supply conditions can help protect margins — if buying is disciplined.

Commercial takeaway

Valentine’s continues to be a high-volume, high-value trading period, but the market is becoming more structured and predictable. Florists who plan earlier, diversify product selection, and align ordering with real retail demand will be best positioned to maximise profitability.

— Based on industry reporting from Royal FloraHolland Valentine trading coverage