By Sue Wambolt, Contributing Writer
Region – Local florists are gearing up for Valentine's Day, arguably the busiest day in the floral design industry. Armies of delivery trucks have already taken to the roads to deliver bouquets of roses, the traditional symbol of love and romance.
Frugal Flower, 503 River Rd., Hudson, has been in business serving the Metrowest area for over 24 years. The company imports flowers from locations all over the world, offering unique designs with blooms from Ecuador, Thailand and Holland, as well as from a handful of local growers.
Voted number-one florist in Metrowest for over 20 years, Frugal Flower began preparations Jan. 15 for Valentine's Day. The florist expects to deliver anywhere from 900 to 1,300 flowers, with red roses being the most popular selection. In anticipation of the big day, 21 rental trucks have been added to the store's fleet of six delivery vans. For Valentine's Day, there will be 15 designers, four staff to work the counter, five staff to answer the phones, two tech people, 24 drivers and three dispatchers.
“We believe that every gift of flowers is an integrated gift,” co-owner Mike Devlin said, “When you give flowers, you are not just focused on the blooms; it's what you are saying that is important. The flowers are just the vehicle for the communication.”
In addition to the traditional “dozen roses,” Frugal Flower has invented VaseExpressions, which allows customers to personalize a vase with a photo, text or both. It can be created quickly and easily online.
On Valentine's Day, romance comes with a price. According to a recent survey completed by the National Retail Federation, consumers will spend an average of $126, up 8.5 percent from last year. Total spending is expected to reach $17.6 billion.
Local florists have no worries about the weather for Valentine's Day, as there is no rain or snow on the horizon – smooth sailing for an industry that can be deeply impacted by inclement weather.
To learn more about Frugal Flower or VaseExpressions, visit www.frugalflower.com.