Joseph Jones florist Francis Auld said she and colleagues had been "flat out" in the lead-up to the annual celebration of love, their busiest day alongside Mother’s Day.
"There’s usually a lot of last minute pickups as well as orders so we’re busy preparing for that."
She said people’s ideas of what to give their loved ones for Valentine’s Day were broadening.
"People are moving away from the traditional dozen red roses.
"We like to be a bit more creative and include beautiful seasonal flowers.
"They’re a lot fresher, they can be scented, flowers like hydrangeas and dahlias that are locally grown."
Staff were working around the clock to get orders completed.
"We have been doing later nights, earlier mornings, bigger market runs and more deliveries.
"It gives you a lot of adrenaline so it’s good."
She said people would spend $80 to $100 on average per order.
Tulips were also available for purchase — a surprise for the florists given they were normally a spring flower.
Nichol’s florist Lucy Howard said she always enjoyed the buzz of preparing for the occasion in the few days leading up to Valentine’s Day.
"It’s a good feeling being around flowers all day."
She said mixed bunches were the most popular choice for buyers.
