At any other time of year, a dozen long-stemmed roses would still smell as sweet.
In case you have been procrastinating, Valentine's Day is Monday, and this year, just like last, the cost of these symbols of undying love is going up.
In fact, an informal survey of florists nationwide shows prices are up about 4 percent over last year.
Some North Shore florists say those wishing to express their love through a dozen long-stemmed roses can expect to shell out anywhere from $60 to $100 for an arrangement in a vase, with florists doing their best to tamp down any cost increases they pass on to customers.
"The suppliers and the growers have all gone up on the prices of red roses," said Kim Sutherland, the daughter of the owners of Ward's Florist, which has shops in Beverly and Peabody. The increase in prices is above last year's typical Valentine's Day increase, she said.
Florists say they are not trying to gouge consumers on Valentine's Day with the price dictated by supply and demand. It also depends on who you speak to on whether roses are costing them more this year than they did last February.
Sutherland said suppliers and growers have doubled the price, but that is not something the shop can do.
"We can't double the retail price," Sutherland said, and so florists do not make as much. Ward's long-stemmed, extra fancy roses in a vase sold for $89.98 last year, but they are selling for $99.98 this Valentine's Day. The typical price year-round is $69.98.
Sutherland said the store has other options, including a shorter stemmed, cash-and-carry option for $49.98. The shop also sells mixed Valentine's Day arrangements starting at $35.
"We have something for everyone's price budget," Sutherland said.
"This year, there is and there isn't," Curran Brothers Florist owner Paul Danehy said about price increases.
The large, family-owned shop on Park Street in Danvers sells about 10,000 roses on Valentine's Day, with a dozen, long-stemmed roses selling for $69.95, not including delivery.
Walk into Curran's at any other time of year, and the same roses cost $45.
Transportation issues in Ecuador and Colombia, where the roses are grown, have driven up prices this year, said Danehy, who locks in his order in January to avoid paying more closer to the holiday.
"People who didn't pre-order are paying a little more," Danehy said.
An informal survey of florists across the country shows the average price of a dozen arranged long-stemmed roses for Valentine's Day is $76.15, said Jenny Scala, a spokeswoman for the Washington, D.C.-based Society for American Florists, in an e-mail.
That's up from $73.36 last February. Prices vary from florist to florist and depend on the variety, grade of rose and design. Service is another factor.
Supply and demand have a big impact on prices. Growers typically need 50 to 70 days to cultivate enough roses after filling the demand from Christmas, Scala said.
Florists must also hire and train more help to answer phones, design bouquets and deliver the roses, and then pay overtime on top of everything else.
Darlene Gallien, the owner of Flowers by Darlene/North Shore Fruit Baskets on Canal Street in Salem, said her price is $59.95 for long-stemmed roses, an increase of $10 above her normal price. It's the typical increase this time of year, she said.
Since she does not want to alienate her regular customers, Gallien said she keeps the cost down by working on volume. She expects to sell 6,000 roses this weekend.
David Barter, the owner of Barter Brothers Flowers and Gifts on Cabot Street in Beverly, is selling long-stemmed roses for $67.60 a dozen, up from $60 any other time of year.
"Every year our cost of roses goes up significantly at Valentine's Day," said Barter, who said his cost increases were typical. "It's about an average increase."
Barter said that despite the increased cost to him, he tries not to pass it all on to his longtime customers.
The shop has been around since 1945.
"This is the only time of year my prices go up," Barter said.
Staff writer Ethan Forman can be reached at 978-338-2673, by e-mail at eforman@salemnews.com or on Twitter @DanverSalemNews.
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