Valentine's Day Special: More people ordering flowers online, say florists

Rose bouquet Scarlette from Fareastflora.com, a retailer that has seen an increase in online flower sales. -- PHOTO: FAREASTFLORA.COM
Rose bouquet Scarlette from Fareastflora.com, a retailer that has seen an increase in online flower sales. -- PHOTO: FAREASTFLORA.COM

In a click or two, you can have fresh flowers delivered to your Valentine. All you need to do is place your order at least 24 hours in advance.

This relative convenience explains why more people are going online to order their flowers for Valentine's Day, said six florists The Straits Times spoke to.

Customers find it easier to select from a range of designs available online rather than choosing the flowers to make up a bouquet, explained Ms Katherine Kee, assistant marketing-communications manager of Fareastflora.com.

She said that the company has seen a 20 per cent rise in online sales this season compared to the same period last year. At Xpressflower.com, there has been a 30 per cent spike in sales, while Prince's Flower Shop at Bukit Timah Road has recorded a 10 per cent increase.

Customers pay via credit card or PayPal at least 24 hours in advance to have their fresh bouquets delivered to their loved ones on Feb 14.

Fareastflora.com said it will check the quality of flowers before delivering them.

Xpressflower.com has two pick-up points: one at Paya Lebar and a new one set up this year at Jurong East.

This means deliverymen spend less time on the road, thus ensuring the freshness of the flowers.

However, Mr Soh Yee How, managing director of Xpressflower.com, said that some customers still choose to go to its 14 outlets across the island.

He said: "Pictures can be deceiving. Some people prefer to go to the shops to look at the flowers and speak to the retail staff to find out the meaning behind the bouquets."

byseow@sph.com.sg