Morgan Hill Florists Prepare for Valentine's Day Spending Surge

Local flower shops see record-breaking holiday sales projections as consumers plan to spend nearly $200 per person.

Published on Feb. 12, 2026

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With Valentine's Day just around the corner, florists and gift shops in Morgan Hill, California have been busy preparing for the holiday. This year, spending for Valentine's Day in the U.S. is projected to reach a record of $29.1 billion, with 55% of consumers celebrating and spending an average of $199.78 per person on gifts like candy, flowers, and greeting cards.

Why it matters

The Valentine's Day holiday is a major economic driver for small businesses like local florists, who rely on the seasonal sales boost to sustain their operations throughout the year. As consumer spending patterns shift towards online retailers, independent flower shops are emphasizing the importance of shopping local to ensure quality service and products.

The details

Lisa Filice, owner of Gilroy-based Expressions Floral, which serves retail and wholesale customers across South County, advises consumers to avoid big-box online distributors that often obtain individual orders from local flower retailers but do not offer traditional customer service. Filice encourages shoppers to scroll past the top search results and make sure they are ordering from a local brick-and-mortar florist.

  • Valentine's Day is Saturday, February 14, 2026.
  • This week, florists and gift shops in Morgan Hill have been busy preparing for the holiday.

The players

Flower Cottage

A flower shop located in downtown Morgan Hill.

Expressions Floral

A Gilroy-based floral wholesaler and retailer that serves customers across South County.

Lisa Filice

The owner of Expressions Floral.

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What they’re saying

“While those companies often obtain individual orders from local flower retailers, they do not offer traditional customer service and tend to make mistakes.”

— Lisa Filice, Owner, Expressions Floral

“When searching for a florist online, Filice encourages consumers to scroll down past the first few results 'and make sure somebody is a local brick and mortar' before ordering.”

— Lisa Filice, Owner, Expressions Floral

The takeaway

As consumers increasingly turn to online retailers for Valentine's Day gifts, local florists are emphasizing the importance of shopping local to support small businesses, ensure quality service, and maintain the personal touch of the holiday.