January Strategy: Securing Valentine’s 2026 with Smart Planning

January is not simply the beginning of the year—it is the final strategic window before Valentine’s Day 2026, the most demanding period in the floral calendar. For wholesalers, success depends on understanding market behavior, timing, and disciplined planning.

Understanding the Valentine Market

The 2026 Valentine market continues to favor classic red roses, supported by a growing interest in refined romantic tones. At Ecoroses, high-rotation varieties for this period include:

Hero Reds: Redvolution, Explorer, Freedom, Fortune
Romantic Neutrals: Pink Mondial, Sweet Cake, Be Sweet, Powder Puff

This selection allows wholesalers to serve both traditional retail demand and higher-end floral designers.

Planning the Right Way

By beginning of January, pre-books are already closed. From this point forward, availability is managed through confirmed orders and standing orders from long-term clients. Clear planning at this stage helps avoid shortages, reduces exposure to volatile open-market pricing, and ensures consistent quality delivery.

Why Standing Orders Matter

Clients with standing orders benefit from priority access during peak demand. These year-round commitments allow farms to plan production accurately and offer greater reliability when volumes tighten. For wholesalers, this translates into stronger supplier relationships and more predictable inventory flow.

Key Takeaway

January defines February outcomes. Wholesalers who focus on accurate forecasting, disciplined ordering, and long-term partnerships position themselves to navigate Valentine’s season with confidence and stability.