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Florists Discuss the Business and Preparation of Valentines’s Day


Lovers look forward to Valentine’s Day, but the florists delivering roses and teddy bears look forward to Feb. 15.

Valentine’s Day is the busiest day of the year for florists, said Elizabeth Cavallo, manager of Floral Expressions Florist.

Cavallo said employees work from dawn to dusk for many days in preparation for the holiday, and although they do not get to celebrate, Cavallo said it’s great for business.

“We start months ahead,” she said. “We look at our sales from last year, we organize how many roses we need to order, we have to pre-order them, we have to order plush, balloons and ribbon.”

Christen Crevasse of Crevasse’s Regency Florist said florists must dedicate their time and plan thoroughly in advance in order to have a successful Valentine’s Day.

“We double to triple our staff as far as designers, computer and phone help, drivers,” she said, “And we have to order a lot in advance just to make sure we get the best pick of everything.”

Crevasse said unlike other holiday preparation, which usually spreads over a three- or four-week period, the majority of their customers buy their gifts two or three days in advance.

Floral Expressions Florist has prepared for last-minute gift-givers, and like many other flower shops in North Central Florida, it is still taking deliveries today.

“We’ve been so prepared, which is a great thing,” Cavallo said.

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