Why Bloom & Wild isn't selling red roses this Valentine's Day

For the first time ever, Bloom & Wild will not sell red roses for Valentine’s Day because the annual holiday on 14th February 'shouldn’t be about ticking a box with a generic dozen', the online florist explains.

Red roses is predictably the go-to romantic flower of choice and, in the art of floriography, red roses symbolise love and enduring passion. No other flower states this quite as effectively as the red rose.

But are red roses as popular as they once were? Last year, the majority of Bloom & Wild customers sent a bright or pastel bouquet for Valentine's Day over traditional roses, according to research from its recent customer survey (1,000 respondents, January 2021).

In fact, 58 per cent said red roses are cliche, 70 per cent of women would prefer something other than red for Valentine's Day, and 79 per cent want a unique and thoughtful gift over something traditional like red roses.