Flower prices in Mexico rise by up to 300% during Valentine’s Day due to seasonal demand spikes, supply constraints and inflationary pressures. The surge underscores the economic relevance of domestic production, led by the State of Mexico, and its role in supporting rural incomes, and export flows to the US, Canada and Europe. The trend affects producers, wholesalers, retailers and consumers, reflecting broader supply-demand imbalances in Mexico’s agricultural and retail markets.
Flower prices in Mexico rise by as much as 300% around Valentine’s Day. According to the Ministry of Agriculture and Rural Development (SADER), producers begin preparing as early as late 2025 for the holiday, reaffirming the role of national floriculture as a key sector for the rural family economy.
Flowers are among the five most popular gifts exchanged on Valentine’s Day, driving consumer prices up by more than 100%, according to vendors in the sector. This trend is especially evident in Mexico’s major metropolitan areas. In Mexico City, the Jamaica Market is one of the main purchasing hubs for buyers.
Vendors at the market report that prices around this date increase by between 50% and 100%. Even so, they remain more affordable for consumers compared to traditional flower shops, which explains the public’s preference for the market. At Jamaica Market, a dozen roses costs between MX$80 (US$4.6) and MX$150, while the same product in traditional flower shops ranges from MX$400 to MX$800. Depending on the type of flower and the season, savings can reach up to 70%.
In Guadalajara, one of the most important sales points is the Mercado de las Flores, located in front of Mezquitán Cemetery. Roses are the most sought-after product, with a bouquet of 24 selling for MX$400, nearly double its regular price. Meanwhile, gerberas, which normally cost MX$20, rise to MX$50 per stem. Producers in Jalisco estimate revenues of approximately MX$315 million, derived from the commercialization of around 300,000 packages of roses, whose production began in the last week of January and will conclude in the third week of February.
In Monterrey, vendors report that flower prices increase by as much as 300%. According to local florists, roses that typically cost between MX$30 and MX$50 per stem now reach up to MX$120, while mixed arrangements exceed MX$1,500 in specialty shops. Experts explain that limited supply and increased demand drive these price hikes.
Data from INEGI indicates that February (Valentine’s Day), May (Mother’s Day), and December (Feast of Our Lady of Guadalupe) are the busiest seasons for floriculture producers and flower retailers. In 2025, biweekly inflation for plants and flowers during the first half of February, May, and December was 2.52%, 2.72%, and 1.84%, respectively, compared to an annual average of just 0.30%. According to the National Alliance of Small Merchants (ANPEC), the average price of a rose arrangement stands at around MX$460 this year, up from MX$400 in 2025, an increase of 15%.
Mexican Agriculture: Essential Pillar of the Season
SADER reported that by the end of 2025, approximately 15.6 million gross (a unit equivalent to 12 dozens, or 144 flowers) of roses, gerberas, and gladiolas were planted to meet demand for February 14.
Roses remain the most popular and best-selling flower during this celebration. Floriculture producers cultivated 9.5 million gross across 1,714ha. Of this total, the State of Mexico contributed 78.7%, equivalent to 7.4 million gross . It was followed by Puebla with 673,408 gross; Morelos with 616,140; Queretaro with 572,305; and Jalisco with 123,844. Other producing states include Mexico City, Guerrero, Hidalgo, and Oaxaca.
Gladiola production reached 4,758,000 gross planted across 4,321 ha, of which Puebla accounted for 2.2 million, 47.2% of the national total. The State of Mexico, with 1.3 million gross; Morelos, with 495,142; Michoacan, with 434,531; and Guerrero, with 226,057, were also among the main producers of this flower.
Gerbera is another highly requested variety during this season. These flowers can grow to more than 1m in height and come in a wide range of colors, red, orange, purple, white, yellow, among others, making them especially attractive to consumers. In this category, the State of Mexico ranked as the sole producer, reporting 1,353 gross grown across 111 ha.
In addition to supplying the domestic market, the State of Mexico exported 86ha of flowers for the Valentine’s Day season, representing 10% of its total production for the holiday. According to the state’s Ministry of Agriculture, this volume had an estimated value of between MX$300 and MX$400 million. The main export destinations were the United States and Canada, along with market entries into Spain, France, and Japan.
SADER highlighted that the National Seed Inspection and Certification Service (SNICS) plays a fundamental role in the production and certification of seed varieties for these flowers. “Its work ensures that crops are of the highest genetic quality, resulting in flowers that are more resilient to local climate and soil conditions, offering a diversity of colors, fragrances, and sizes that enhance productivity and competitiveness in national and international markets, while preserving the agrobiodiversity and cultural value of Indigenous and Afro-Mexican communities,” the agency stated.