New Covent Garden Market flower and plant wholesalers say there can be so much more to Valentine’s Day than roses.

With Valentine’s Day less than two weeks away, New Covent Garden Market is already full of love for the special day of romance, which this year falls on a Saturday (February 14th for those of you who need reminding!).

“We’ve already seen demand for roses in all colourways, especially the classic red shade, which is always a best seller,” said Luke Gilbert, Manager of Green & Bloom.

Bunches of red roses, the classic Valentine's Day gift

Prices steadily climb along with demand in the run-up to Valentine’s Day, creating a trend among young florists to experiment with a mix of traditional Valentine’s Day roses and different flowers to offer their clients the best value. “Many florists are incorporating alternatives in their offers, with Anthuriums becoming more and more popular,” added Luke. “They’re available in a range of colours and make a great focal point for a bouquet.”

Luke Gilbert and Terry Smith of Green & Bloom with a selection of Anthuriums and Ranunculus, perfect as alternative Valentine's Day gifts

Also highlighting Ranunculus as a striking alternative to traditional roses, Luke explained that they catch the eye with multiple layers of petals. “They look great on their own or as part of a bouquet. We always have a variety of colours available in packs of 30, or smaller packs of ten with bigger heads,” he said.

Red Ranunculus

Another popular rose alternative are red and lilac Anemones, a striking flower with a large head that looks a lot like a poppy. “Anemones look amazing,” said Terry Smith, a salesman with Green & Bloom, who also recommends red Double Tulips (known as Red Princes), and Parrot Tulips in pinks and reds as another great alternative.

Lilac Anemones

For florist Liz Marsh, owner of Elizabeth Marsh Floral Designs, Valentine’s Day orders vary depending on the individual customer. “Our clients like to reflect the seasonality of the year, and we will make nods to Valentine’s Day in the displays we create for them. I’ll add blossoms and magnolia buds and include soft pinks stems for romance and burgundy stems for drama.”

A bunch of pink roses - when it's the colour you want to change!

As a longer-lasting Valentine’s Day gift, Orchids are steadily growing in popularity as they’re available in multiple colours and sizes for all budgets. “They make an excellent Valentine’s Day gift as they’ve got great longevity,” says Craig Bradley, co-owner of Quality Plants. He adds: “Anthuriums are another strong choice as a gift, and a great alternative to potted roses.”

Anthurium orchids, available from Quality Plants

Another business seeing increased demand for orchids is Damian Waloch, owner of Ilo Bloom. “We’re expecting lots of interest in our pink Phalaenopsis, which are great value for money and last for a long time. We’ve brought stock that has been packed specially for Valentine’s Day.”

Damian Waloch of Ilo Bloom with a pink Phalaenopsis orchid, packed especially for Valentine's Day

The Flower Market is open Monday to Saturday between 4am and 10am (9.30am on a Saturday). Green & Bloom, Ilo Bloom and Quality Plants are all located on the ground floor. Elizabeth Marsh Floral Designs can be found on the Flower Market’s first floor.