Flower or money bouquets? The new Valentine's Day trend

Valentine’s Day is here, and so is love as towns across the country celebrate February 14.

A spot check by The Standard on Friday in major cities reveals that businesses are cashing in on the annual tradition of gifting flowers, chocolates, and other romantic tokens. 

While red roses, chocolates, and couple’s dates have long been the hallmark of the holiday, a new trend appears to be gaining traction—money bouquets.

Peris Bogwa, a florist at Nairobi’s City Market, is among the business owners catering to Valentine’s shoppers. 

However, she notes a decline in sales compared to previous years, which she attributes to tough economic times.

“We have barely sold as much as we did last year. We even had to adjust prices to cover production costs,” says Bogwa, who has been in the flower business for over 30 years.

She currently sells bouquets ranging from Sh1,500 to Sh20,000, depending on customers’ preferences and budgets.

Seven miles from Nairobi’s CBD, Linnet Osara, who specialises in pastries and flowers for events, is also feeling the pinch. She operates primarily through online sales, baking from home, and delivering orders directly to customers.

“At this time last year, I had more orders. This year, sales have dropped,” she says.

Since launching her business in 2019, Osara has maintained the same marketing strategies but is now worried about the downward trend.

“I have only done six orders this week. I have seven more, hopefully, there will be more customers coming in today,” she says.

Her most popular requests are red velvet and vanilla chocolate cakes, with prices ranging from Sh1,000 to Sh2,800 per kilogram.

However, florists and bakers suspect that the rising popularity of money bouquets may be cutting into their sales.

Rise of the Cash bouquet

Lutfya Said, who specialises in money bouquets, says many women now prefer cash over traditional flowers.

“The ladies now say that flowers are outdated. They believe money is a better gift—it’s something they can actually use,” says Said.

Based in Majengo, Mombasa, Said has been making money bouquets since 2021 after discovering her talent while crafting one for herself on her birthday.

The cost of a money bouquet depends on how much cash the customer provides.

“I charge between Sh600 and Sh1,000 for labor, depending on the cash value,” she says.

The process requires minimal materials; firm paper, skewers, masking tape, and the cash itself.

However, extra caution is necessary due to the monetary value involved.

“I make the bouquets in my shop and customers pick them up personally. In case of delivery, I handle it myself because it’s risky to trust others with money,” she explains. 

Unlike other florists, Said says business has been booming, especially during the Valentine’s peak season. 

The trend has also gained popularity on social media, with many showcasing their customised money bouquets.

Esther, one of Said’s customers, believes the shift is long overdue.

“I prefer a money bouquet; I think roses should be left in the garden where they belong. I would rather receive the money because I can buy what I want,” she says. 

She argues that gifting flowers is a Western concept and that Africans should embrace new traditions.

“Flowers wither in a day or two—do I really need that to feel loved?” she asks.

Debunking the Men’s conference

Despite the long-running Valentine’s Day joke about a “Men’s Conference,” gift sellers say most of their customers are men shopping for their spouses.

The so-called Men’s conference was adopted as an event where men supposedly gather to escape the societal pressure of buying Valentine’s gifts.

But, its relevance in Kenya appears to be waning, especially after the self-proclaimed chairman got married in a ‘high-profile’ wedding.

With more men actively purchasing Valentine’s gifts, the ‘Men’s Conference’ may be fading into just another social media meme.