Valentine Day 2026: Love is getting costlier this Valentine’s season with red roses -the quintessential symbol of romance – selling for as high as Rs 100 per piece in Shimla markets amid strong seasonal demand linked to Valentine’s Day and the ongoing wedding season.During the off-season, red roses typically retail between Rs 20 and Rs 50 per piece, but demand has surged sharply ahead of February 14.“At present, red roses are being sold for Rs 100 per stick. Yet, there is no end to the craze for red roses, whether loose, in a bunch, or in elaborate bouquets,” Amit Sood, owner of Universal Traders, a Shimla-based floriculturist, told PTI on Thursday.Sood expressed hope that prices could rise further amid sustained Valentine’s Day demand. Flower businesses are also witnessing strong sales due to the festive calendar, with Shivratri and Holi approaching.Across the market, flower prices have moved higher. A single rose is currently selling between Rs 80 and Rs 120, carnations are priced from Rs 50 per piece, sunflowers are selling at around Rs 250 per stem, while lilies and tulips are fetching up to Rs 4,000 per bundle, trader Harsh said.The flower industry is estimated to be a Rs 100-crore economy in Himachal Pradesh, with locally grown flowers supplied across India and exported globally.However, roses are grown in limited quantities in the state. With demand rising sharply, traders are sourcing red roses from other parts of the country.“A bundle of carnation with 20 pieces is fetching Rs 400 to Rs 500 for growers selling their produce in Delhi,” grower Rama Thakur said.Flowers such as carnation, chrysanthemum, gladiolus, lilium and alstroemeria are widely cultivated across Solan, Sirmaur, Shimla, Mandi, Chamba and Kangra districts during winter.Horticulture is practised on about 234 hectares in Himachal Pradesh, of which 124 hectares are under productive cultivation in polyhouses, with around 1,271 families directly associated with flower cultivation, according to Director, Horticulture, Vinay Kumar.He added that Valentine’s Day demand along with the wedding season is helping growers secure better prices for their produce.
