It’s a day of love. People of all ages buy flowers that day; even children take flowers for their parents. Everyone likes to express their love for their near and dear ones,” says Shahid Imran, one of the many florists at Bhekewal Morr.

Valentine’s Day is one occasion every year when florists make a fortune. Stocking up on flowers — mostly roses — a few days earlier, these vendors make an extra effort to cash in on this opportunity to make the extra buck. “With the start of February, flower prices shoot up,” explains Imran. “We are forced to hoard flowers because in the first week they are still cheap, but around February 8 prices start increasing in the wholesale market. A 30-rupee gladiola may cost about 75 rupees around Valentine’s Day. Similarly, a 20-rupee rose can be sold for around 100 rupees. But there’s no limit to how much we can increase our prices,” he adds.

In Liberty Market area, the game is different. “We can’t charge a lot because there’s a lot of competition,” says Muhammad Azam, a florist there. “Everyone wants to sell their flowers.

In a competitive market, no one will charge high. There’s also a lot of bargaining involved.”

Customers start flocking to florists from the evening of February 13, with 80 percent of them being youngsters. The frenzy continues till the evening of Valentine’s Day. There are over a dozen kinds of flowers, both local and imported and florists stock up on roses, lilies, chrysanthemums and gladiola which are the most sought-after varieties. But it’s the rose that’s most in demand. “Red is the colour of love, so roses are sold the most,” Imran says.

The Florist in Mini Market mostly offers imported flowers in exquisite bouquets. “We import our flowers from Thailand, Kenya and the Netherlands, and it’s the imported red rose that’s sold the most on V-Day,” says Haroon. “We increase our prices from 10 to 30 percent, but there is always a margin for bargaining because we’re not the only shop in the market. However, business declined last year due to terrorist attacks.”

Over the years, more Lahoris are buying flowers for Valentine’s Day

Azam shared that over the years he has made more money on Mother’s Day than on Valentine’s Day. “Besides, whenever Valentine’s Day has fallen on a Sunday, business was poor because people don’t shop on a holiday. This year, we expect to make money because February 14 is a weekday,” he adds.

Muhammad Aslam, another florist in Liberty, was of the view that earlier there were few vendors so business was good. Business hasn’t been affected much, however if competition has increased so has the number of buyers.

The florists go all out with their creativity for V-Day, creating heart-shaped bouquets and fancy bunches. “We make special baskets and bouquets for that day and those who can afford will even pay 5,000 rupees for a bouquet,” says Azam.

Imran says he’s even sold a bouquet for 10,000 rupees. Aslam’s customers come from all walks of life so it all depends on one’s pocket. “A person in a hurry will buy a readymade bouquet, others will buy elaborate, customised ones,” he says.

Irfan, a florist running a roadside stall in Garden Town for around 20 years, says his customers are mostly young people from a middle-class background who prefer to buy single long-stemmed roses. “If someone buys a single rose we ask him to pay whatever he wishes because even a single rose is worth a lot that day. Now, even the not-so-well-off like to celebrate Valentine’s Day and buy at least a single rose.”

Imran, however, shared that it’s not at all rosy (pun intended) on Valentine’s Day. “There have been many instances of muggings and robberies at gunpoint outside our shops that day because people rush to the shops. There’s hardly any police around. Sometimes they just put up a picket, but only to earn for themselves.”

Published in Dawn, Sunday Magazine February 12th, 2017