Red roses have not only held their own as a key Valentine offer but it appears they have also held their value in an era of rising prices.

A bouquet of a dozen red roses sells for about $170, or under $200 with a vase. The local retail price has moved very little in ten years, according to florists, even though their costs have risen.

While critics will deride the commercialisation of Valentine’s Day, the fixed annual celebration of love and friendship is strong.

The flower market is blooming after being dragged down by the weeds of the pandemic years. Flower shops are again swamped for Valentine’s Day.

“Love is in the air,” chimed Claire Bleeker, head floral designer at Flowers by Gimi.

“The pandemic was a different time. It seems like ages ago now. Things are back to normal. Roses are the No 1 buy. But people like the assorted colour roses as well, and also chocolates, balloons and teddy bears.”

Garina Smith, head florist at Demco Florist, told us: “It has been extremely busy over the last couple of days and we still expect a big rush on Valentine’s Day. We do seem busier this year.

“We had to take down some of the offers from our website because we sold out. But we still have roses and most of the popular orders.”

Flower shops each sell three or four thousand red roses during this period, but also orchids and various other floral arrangements.

Orders that included delivery are still being distributed, but it is now too late to order delivery. Companies are already overloaded with orders that have to be delivered through Wednesday.

Bermuda’s florists now look forward to the big day, as all those who left it late will be hurrying to order and pick up packages.

Ms Bleeker told us: “Valentine’s is always a fun day, as we create arrangements while people are waiting, but we will also have prepared orders ready to go.

“Some gentlemen will come in sheepishly looking, realising how late they have left it. But we always try to help. I also love it when the young ones come in looking for balloons for Mum or their auntie.”

This year, February 14 is not just Valentine’s Day. It is also Ash Wednesday, the solemn day of fasting and reflection that signals the start of Christianity’s most penitent season.