The price of love? Sheffield florists’ Valentine’s price hikes exposed

Florist Louisa Nicholson

Florist Louisa Nicholson

9
Have your say

They say you can’t put a price on love. But if you could, it would be a 44 per cent premium.

That’s the average price increase for a dozen red roses to be delivered in Sheffield city centre on Valentine’s Day, compared to the same bunch of flowers on January 15.

Valentines day red roses

Valentines day red roses

The Star contacted 10 florists across the city on January 15 to ask how much a bouquet of 12 red roses would cost to be delivered to the city centre.

We then rang the same 10 on February 12 and asked for the Valentine’s Day price.

The average increase was 44 per cent, with one shop asking for a 70 per cent premium. But not Townend Florist on Ridgeway Road, Gleadless Townend.

After The Star’s investigation, the husband and wife-run business may now be able to bill itself as Sheffield’s most honest florist.

Valentines day red roses

Valentines day red roses

The store – which has been run for eight years by married couple Andrew and Louisa Nicholson – was the only one of the 10 florists not to increase its prices by a single penny for Valentine’s Day, holding steady at £35 plus £4.50 delivery on both dates.

IN OTHER NEWS:

{http://thestar.co.uk/news/crime/terrifying-sheffield-robber-jailed-for-five-years-1-7107137 |Terrifying Sheffield robber jailed for five years|www.thestar.co.uk}

Court Report: Latest convictions at Sheffield and South Yorkshire magistrates courts

Sheffield United: Clough has no fears taking on Matt Smith, the striker he tried to sign

Sheffield Wednesday: We’re all playing for our futures says Tom Lees

Andrew and Louisa have been married 13 years and together for 16 years, and run the store together.

“Our prices haven’t gone up since we started eight years ago. We battle very, very hard and we work for weeks to secure our flowers,” said Andrew. “We have owned this business for eight years. Our prices are exactly the same as they were eight years ago.

“My wife is my manager of the shop, she sources all our roses and she is very, very good at her job. Every year we change the design of the bouquet so that people who buy them for their partner every year aren’t getting exactly the same thing.

“But it’s always 12 quality red roses and it’s always the same price.”

The same cannot be said of the other florists.

The average price for a dozen red roses from the 10 florists we called, including shops in Crookes, Stocksbridge and Woodhouse, for delivery to Sheffield city centre, was £34.97.

Calling the same florists a month later, the average price was £48.67 – an increase of 39.17 per cent.

Among the nine which raised prices, the average rise was from £34.47 last month to £49.69 this month – an increase of 44.1 per cent.

The biggest increase was at a florists which quoted £30 delivered on January 15. But on February 12, we were quoted £45 plus £5.99 delivery, totalling £51.99 – an increase of 70 per cent.

The prices quoted were using each store’s cheapest option for 12 fresh red roses on both dates. Where multiple price brackets were available, the cheapest on offer was used for the comparison.

Supermarkets – not included in the comparison – showed the opposite trend. Waitrose’s cheapest price fell from £42 last month to £29.50 for its cheapest dozen roses for Valentine’s. Asda’s price fell from £36 to £22.

Andrew said he believed the quality of flowers from a florist was superior to supermarkets.

He said: “They can do a bouquet of flowers for £12, where you probably pay £15 with us. But ours are all hand-tied personally, where they just use an elastic band.

“We don’t just use gimmicks. They can get them in and they’re not bothered if they die because they’re making a loss.

“Customers have told us that our flowers can last two to three weeks, whereas supermarket ones can be a matter of days.

“We will probably work through the night tonight to make sure all our Valentine’s flowers are hand-tied.

“Our customers know we are quality and always the same price.”

IN OTHER NEWS:

Two teenagers taken to hospital and three men arrested after fight in McDonalds

Terrifying Sheffield robber jailed for five years

Court Report: Latest convictions at Sheffield and South Yorkshire magistrates courts

The price of love? Sheffield florists’ Valentine’s price hikes exposed

Sheffield United: Clough has no fears taking on Matt Smith, the striker he tried to sign

Sheffield Wednesday: We’re all playing for our futures says Tom Lees

Back to the top of the page