Auctioneers' column: Valentine's Day on the clock

Tomorrow is Valentine's Day. Auctioneer Erik Wassenaar looks back on the Valentine's Day period on the clock, one of the most important peak moments of the year. In this column, he reflects on price developments, highlights the products that stood out and explains why this Valentine season turned out differently from last year.

The weeks leading up to Valentine's Day are always a tense time. A lot depends on these days. A large part of the annual turnover is generated in this short period. For growers, buyers and us as auctioneers, it’s a special time. Exciting for some, and for others mainly a stressful period.

Higher bids and quick adjustments

Prices can rise sharply or behave very unpredictably. To secure the best possible price from the market, I tend to set the clock higher during this period. Auctioning with a “round” becomes almost second nature, and we switch currency codes more frequently as well.

That rapid switching can sometimes be confusing: first regular cents, then a “round”, then yet another currency code. It all happens in a split second. That’s why it’s important for us auctioneers to communicate these changes clearly. And if someone does make a mistake, we make sure to resolve it in a fair and considerate manner.

Valentine less stressful than last year

What stood out this year was how much calmer the market felt. Although volumes were slightly higher than last year, more importantly: there was noticeably less pressure on buyers. Orders could be fulfilled well in advance, resulting in less purchasing stress.

Last year was a completely different story. A brief cold spell in Kenya and Ethiopia delayed the rose supply, and tulips were much scarcer as well. This created a great deal of uncertainty among buyers: would they have enough product to fulfil their orders? That pressure pushed prices up. This year, however, there was less purchasing stress. As a result, the market felt calmer and there was noticeably less tension on the clock.

As every year, red was by far the most popular colour. Roses performed particularly well, but other products such as tulips, eustomas, barberton daisies and chrysanthemums also remain favourites around this time of year. For plants, the focus is mainly on Valentine's Day-themed items, such as heart-shaped packaging and plants grown or styled in the shape of a heart.

Flowers make Valentine's Day complete

Valentine's Day is important not only for the flowers and plants sector. Other industries, such as chocolate and perfume, also go all out during this period with major campaigns and promotions, all aiming to tempt consumers to choose their products and gifts.  

That’s why it’s important for us as a sector to keep promoting our flowers and plants in a positive way. We all have a part to play in that.

A Valentine's Day without flowers? For me, that's simply not an option. I say “spread the word”: Valentine's Day is only complete with beautiful flowers.

From next week onwards, everyone will start gearing up International Women's Day.