Love in Bloom: Sunderland Florist ‘Flowers by Jennifer’ Prepares for Valentine’s Day 2025
Written by Simon Forster on 12th February 2025
Valentine’s Day is one of the most profitable times of the year for florists. I spoke with Neil Dawson of Flowers by Jennifer, located on Blandford Street in Sunderland, about the intense build-up and what it takes to prepare for the big day as a retailer.
With decades of experience in business and the floral industry, Neil works alongside his wife and business partner, Jennifer. They have been running their shop together since 2020, relocating from the south side of the city to a more central location.
As small business owners, they both work a 6-day week beginning their day at 8am Monday to Saturday.
Neil said: “Our clientele is diverse, spanning all ages. Flowers are universal—children come in to spend 50p on a small gift for their mams, while others spend hundreds on elaborate arrangements. There isn’t a ‘typical’ customer.
“Customer trends have often varied by area. Interestingly, we find that those with the least financial means tend to spend the most on flowers—especially for funerals. Some even go into debt, spending hundreds of pounds to honour loved ones.”
What are you doing differently in 2025 to 2024?
“This year, we’re excited to introduce new products, including ‘Rose Bears’— teddy bears made from over 200 roses. We also have scented roses in elegant heart-shaped boxes and newly designed bouquets featuring plush teddy bears. Traditionally, our ‘Sweetheart Bouquet’ of 12 red roses is so popular that we offer it every year.
How do this year’s costs compare to last year?
“Cost is a very big issue this year. It’s across the board, not just Valentine’s Day. Energy is now twice the cost of what it was a year and a half ago. Business rates, fuel, food and drink have all increased and sadly, the rising costs have affected every product we sell.
What is the current trend if any this year?
There isn’t a clear trend this year. While many in Sunderland are feeling the financial strain, we’ve still received large orders—some between 50 and 75 red roses, costing £200-£300. So, despite concerns, people are still willing to spend on special occasion.
Would you say people are spending more or less money this year
People are spending more money in 2025 as the basic product has increased in price, and they are going to have to spend extra to get that special something.
In 2025 are your clientele ordering over the phone or do they still walk through the door?
For special occasions like Valentine’s Day, most customers walk through the door on the day itself—especially men, who often leave it until the last minute. We sell between 100 and 120 pre-arranged bouquets that day alone. In the lead-up, we handle daily deliveries, with some orders pre-booked for collection and others placed at the last minute
What hours are you putting in, knowing already you both do a 6-day week?
“Our last day off was Sunday 2nd February. We are working late nights every day this week in the build-up to the day and have deliveries every day to fulfil general orders as well as foot fall.”
While the history of Valentine’s Day may be wrapped in legend, one thing remains certain—flowers continue to be at the heart of this celebration. For Neil and Jennifer, the build-up to February 14th is a labor of love, ensuring that every bouquet carries a special message for those giving and receiving them.
