How to score last-minute deals on Valentine’s Day flowers at Whole Foods, Target and more

Few gifts say Valentine’s Day like flowers.

The National Retail Federation expects Americans to spend $1.9 billion on buds and bouquets Thursday.

It’s the busiest day of the year for flower sellers, second only to Christmas and Hanukkah in sales, according to the Society of American Florists.

“The price of roses can be higher because of supply and demand,” says Jennifer Sparks, vice president of marketing for the Society of American Florists. “Everyone wants roses on one day in the middle of winter, and florists have to train more people to take the orders, and fulfill the deliveries in a short time. So from the grower to the wholesaler to the florist, there’s a lot more supply and demand issues.”

It’s not impossible to find deals on classics like roses as retailers compete for your holiday dollars.

Amazon’s Whole Foods Market has the best deal with two dozen roses for $19.99 for Prime members and $24.99 for non-members. 

Another alternative to flowers and wacky food bouquets are plants and succulents, which have been on the rise, said Sarah Hollenbeck, shopping and savings expert at Offers.com, a deals website. 

“We are starting to see this trend move into Valentine’s Day as well,” Hollenbeck said. “Consumers are looking to gift items that are longer-lasting than flowers, but are still thoughtful and beautiful, like succulents.”

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