Office deliveries especially sweet
By Catherine E. Toth
Advertiser Staff Writer
Women, retailers agree, love getting roses delivered at work on Valentine's Day.
Deborah Booker • The Honolulu Advertiser
"There's more visual impact at the workplace," said Steven Fujikami, owner of Fujikami Florist in Makiki. "When you see (the roses) at home, it's great, but it's not the same."
Jeanne Pelowski of Fujikami Florist on Pensacola Street works on a bouquet. The shop has more than 300 deliveries scheduled for today.
For Hawai'i florists, Valentine's Day is the most profitable single-day holiday, with thousands of roses being delivered to offices and homes.
Most florists were fully booked for delivery on Valentine's Day by early last week.
Fujikami Florist has been booked for delivery since the first week of February. The 86-year-old florist company had more than 300 deliveries scheduled today.
Cindy's Lei & Flower Shoppe in Chinatown, known for its lei, has stocked up on long-stemmed roses this year. The cost for a dozen South American roses start at $75, with an additional $10 for delivery.
While the rush of orders didn't start coming in until late last week, the lei shop expects a lot of last-minute shoppers today.
"Lovers are always last-minute," said manager Karen Lee.
South American roses, typically from Ecuador or Colombia, cost a little more this year compared to last, averaging $80 a dozen — double the regular price at other times during the year. The price of roses starts to go up about a week before Feb. 14.
Typically growers will ramp up the price of roses for Valentine's Day and florists pass that cost onto the customers.
"We actually make just as much margin-wise (as) on a normal day," Fujikami said. "It's the growers who actually make the money."
With the higher volume of orders, many florists wind up working longer hours and hiring additional staff to help with arrangements and deliveries.
But it won't be just the florists who are busy today.
The Honolulu Chocolate Company in Ward Centre expects a steady stream of customers today, as people scramble to get gifts for co-workers, friends and partners. It's the second-highest sales holidays for the shop behind Christmas.
"It's one of the most intense days in terms of the volume of customers," said co-owner Michael Cummins.
The shop sells chocolate-dipped strawberries every Valentine's Day, which have become the most popular gift item. A pound costs $28.
And because these are perishable — and made only once a year — Cummins expects the rush to come today.
"It's become very traditional," he said last week. "We only do it once a year ... Monday will be busy, definitely."
Reach Catherine E. Toth at 535-8103 or ctoth@honoluluadvertiser.com.
