More young Singaporeans are not sticking to cliched red roses this Valentine's Day

SINGAPORE — Red roses are often associated with love and passion on Valentine's Day. But according to local florists, more and more Singaporeans prefer anything but red roses on this romantic day.

Indeed, the number of young customers buying roses on Valentine's Day has dropped in recent years - and industry players say this may mean opportunities for more modern and outlandish bouquets to shine.

The young crowd prefers 'modern' alternatives

FarEastFlora.com, a pioneer florist for over two decades in Singapore, said it saw about a slight five to 10 per cent drop in demand for red roses last year compared to previous years.

Their customers, usually between 25 and 54 years old, are now more open to less-mainstream colour choices and types of flowers.

For instance, some are considering preserved flowers, chemically-treated flowers that can last up to three years so that they can display them at home and at work.

"Consumers now have more options to choose from preserved flowers, as well as colours, such as unique cappuccino roses," said Jolene Ng, an assistant marketing communications manager for FarEastFlora, which delivers over 1,000 choices in flowers and gift hampers to 140 countries.

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Jennifer Lim, the operations manager of Little Flower Hut based in Jalan Chegar, also said younger people in their 20s are more open to unpredictable flower combinations.

She said, "As girlfriends get more demanding, red roses are not the only thing that would impress them during Valentine's Day.

"Their partners have to explore other choices, and we are seeing a steady 10 per cent of those opting for other alternatives."

Little Flower Hut, which has been in the business for over a decade, also found that some customers prefer preserved flowers because of their longer shelf life. Others are also interested in unique flowers like hydrangeas, popular shrubs with colourful flowers.

Fried chicken to Korean-styled bouquets are among the favourites

Bouquet specialist K Flower has also reported a 10 per cent increase in demand from customers aged under 30 for its unique combinations such as "fried chicken" or "Korean-styled" bouquets.

The "fried chicken" bouquet is a tribute to foodies, in which K Flower uses five or 10 pieces of Kentucky Fried Chicken instead of flowers.

"Anything that is not fresh flowers is quite popular now. The fried chicken bouquet is more widely recognised now than when we first began (the product) in 2020," said Karen Lai, founder of K Flower.

"Five clients already ordered the fried chicken bouquet just this Valentine's Day, which is more than when we started."

Lai said another favourite is "Korean-styled" bouquets, which are adored by customers who live and breathe Korean dramas. A bouquet of this type costs about 20 per cent more than one with ordinary flowers.

"The trend in Korea is very different from Singapore, and the types of flowers are very different," she explained.

"I remember we had to replicate a flower bouquet shown in one of the Korean dramas called 'Guardian: The Lonely and Great God'. If the flowers can be found locally, it will be easy to replicate. If not, it is challenging."

Korean-styled bouquets take close to an hour to complete, compared to 30 minutes for a classic bouquet, and Lai even has a Korean teacher to guide her on the needed techniques.

"Since I have a Korean floral design teacher (for online lessons), I will ask him, 'Have you seen something like that?' If he has, he will get back and teach me.

"The materials we use are just one or two stocks instead of the entire bouquet, so when it comes to cost, we have to incur certain charges."

Decline in red roses not reflected in some businesses

On the other hand, Pauline Lee, founder and managing director of Beato Fiore, said her company has yet to notice the same shift in young people's purchasing patterns.

"We still have young people coming to us to purchase (fresh) red roses during Valentine's Day. There has been a 30 per cent increase in demand for red roses in 2022 compared to the previous year," she said.

Lee believes there is still this common understanding that roses are the international language for love.

"When we give flowers, it represents a message. So, even if that person is a sunflower lover, for this occasion, it is really about giving something that represents romance and love."

Lee also noticed that among her customers, it is the working adults aged 27 to 35 who are predominantly purchasing roses for their better halves.

"It is still common for customers to choose classic flowers that express love, but one difference is that they are more concerned with ensuring the quality of the roses is good to give to their partners and that they are convenient to carry around."

Top three tips for choosing the right Valentine's Day flowers

According to local florists, choosing the perfect flowers for someone special should not be complicated. Here are three tips on how to choose the best flowers.

1. Don't only look at the patterns or if the flowers "look pretty"

• It is essential to look at the stems of the flowers to check if they are in healthy shape, Beato Fiore's Lee advised.

• "Flowers are comparable to a human being. Our limbs sometimes are an indication of something internally not functioning well. So it's a similar thought process to looking at the stems," she said.

2. Understand your partner's likes and dislikes before spending money

• Budget is an imperative factor in purchasing the right flowers for your better halves, according to Little Flower Hut's Lim.

• "You don't want to splurge on flowers that are not your partner's favourite colour. It's important to understand what your partner wants," she said.

3. Don't be afraid to switch it up.

• Red roses may be a classic choice, but they are not the only option. K Flower's Lai said there had been a shift in younger people wanting to try Korean-style flowers.

• This trend focuses on colours such as pink and pastels, and it emphasises a more playful aesthetic, and it shows how people are becoming more adventurous in their choices," she added.

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