Citizen Staff/Dena Harris
Kay Nitschke prepares for the biggest flower sale day of the year at Rens Floral in Waupun. While florists expect flower deliveries to be down this year because Valentines Day is on a Saturday, they said there may be more customers who stop at their stores to pick up flowers.
Red hearts, ribbon and foil shimmer on the shelves of every flower shop.
Valentine's Day, the romantic celebration that breaks up the monotony of winter, falls on Saturday this year, and florists in Dodge County are afraid that may mean less business.
"When Valentine's Day is during the week, we deliver to people's work," said Carol Krief, owner of The Village Flower Shoppe in Kekoskee. "Guys really want to make an impression with her co-workers. Some will have the flowers delivered on Friday, but the effect won't be there. Many will plan things other than flowers."
Judy Bunkoske, owner of Kinnes City Floral in Beaver Dam and florist for 38 years, doesn't think the holiday on a Saturday will hurt her business.
"People used to go out for a nice dinner for Valentine's Day," Bunkoske said. "Now we go out to eat so much that it's really not so special. People will still get flowers for Valentine's Day."
Florists start planning for Valentine's Day in September by placing their flower orders. Then right after Christmas they start purchasing the ribbon, foil and decorations for the Valentine's Day orders. About two weeks before the holiday, the florist and the team start prepping by making bows and decorating vases. They don't start assembling bouquets until a couple days before the holiday.
"People love getting flowers at work," said Lisa Rens, owner of Rens Floral in Waupun. "Everybody gets to see them."
Rens, who has been in the flower business for 28 years, said that it's mainly roses that are purchased for Valentine's Day gifts. She sells some mixed bouquets and adds some other flowers in with roses, but her main item for Feb. 14 is the rose.
Krief, who has been in the flower business for 29 years, said she ordered 4,000 roses this year.
"Red is the most popular rose, but some appreciate the other colors," Krief said.
Krief thinks she will have more over-the-counter orders Friday and Saturday than normal. She has a cash-and-carry special and thinks people are more likely to stop in and pick up their order to eliminate the delivery. When Valentine's Day is during the business week, she said she has about 400 to 500 deliveries the day of and day before.
"The suppliers are very frank about being careful this year," Rens said. "It's usually not great for sales if Valentine's Day is on a weekend. Friday, Saturday and Sunday are all at the lower end of the business success days."
Rita Zillmer, owner of Art and Bloom in Juneau and florist for 25 years, runs a small shop and doesn't have any employees to help her get ready for the holiday.
"I start the day before at 6 or 7 a.m. and get home the following night around 7 or 8 p.m. when everything has been delivered," Zillmer said. "I have eight family members and friends who help out."
Most florists require help to deliver the flowers for Valentine's Day. They get friends and family to deliver fresh-cut flowers around their community.
"I think we'll have more deliveries this year," Bunkoske said. "I usually have several hundred deliveries. I use six more staff for Valentine's Day, mainly for delivery."
Valentine's Day is the busiest day for a florist, closely followed by Mother's Day.
"I think people will still do flowers for Valentine's Day," Zillmer said. "I just don't think they'll spend as much. They'll take time out if it's on a weekend. I think the economy will make a huge difference too."
dharris@capitalnewspapers.com