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Flower Delivery Startups Preparing for Valentine’s Day

by Ethan Rothstein February 10, 2015 at 11:00 am 0

Wild roses bouquet from Palace Florist in Washington, D.C. (image via Bloompop)Valentine’s Day is among our most divisive holidays, but for a growing flower delivery business, there’s no more important day.

According to the National Retail Federation, 37.8 percent of Americans will buy flowers for Valentine’s Day this year, spending $2.1 billion.

Crystal City-based Bloompop launched in September 2013, and it’s currently gearing up for its second Valentine’s Day this Saturday. The company offers $10 delivery of flower bouquets from $50 to $150 from local florists. To become a Bloompop partner, a florist must have four- or five-star reviews on a combination of online review websites.

Bloompop Founder and CEO Shavanna Miller said Valentine’s Day, along with Mother’s Day, is the biggest day of the year for her company’s florist partners, and they’ve been undergoing weeks of preparations.

“Our Florist Partners are doing the heavy lifting this week,” Miller told ARLnow.com today in an email, “managing huge amounts of floral inventory, adding additional drivers and team members (sometimes two-three times their normal staff), and making sure all of their beautiful floral art work is delivered carefully and on time for Valentine’s.”

Bloompop is offering an “Easy Valentine’s” service this year, allowing customers to pick the price, color and whether their Valentine hates or loves roses — “the biggest Valentine’s Day fault line,” Miller said. In any ZIP code in the country, a bouquet will be arranged and delivered by a local florist, based on the customer’s specifications.

Valentine’s Day gifts are frequently more than just flowers, however. Bloompop is also offering pairings of flowers and jewelry from D.C.-based startup Stylecable.

Whereas Bloompop specializes in variety and creative partnerships, D.C.-based UrbanStems prides itself in simplicity. The company, which also delivers to Arlington, offers three types of bouquets for $35, $45 and $55, also selling chocolates and a floral-patterned bowtie. Bloompop partners with local florists, while UrbanStems sources its flowers directly from South America.

Urban Stems was launched just before Valentine’s Day last year, delivering its products through last year’s snowstorm. This year, the weather outlook doesn’t look great, but it’s not quite as bleak as last year. No matter the weather, the pair of D.C.-area flower startups knows this holiday is too important to take a snow day.

Image via Bloompop

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