Hours of work and weeks of preparation: Valentine's Day is one of the most profitable times of the year for flower shops across the nation. Vince Briga explains why one area business says the added pressure is all worth it.
BINGHAMTON, N.Y. -- Local flower shops are preparing for their busiest time of the year.
Gennarelli's Flower Shop in Binghamton has been working 12 to 14 hour days in the weeks leading up to Valentine's Day. Within the past few days, they've taken more than 600 orders from all across the Southern Tier all with the hopes of putting smiles on people's faces.
"Preparation can be a little difficult. This year was a three-day holiday which is a little bit different than usual. Usually it's one day during the week and all of the orders have to go out that day," said Victoria Paoletti, Gennarelli's Flower Shop owner.
Paoletti has owned the flower shop for 27 years. She says she takes pride in helping every customer she can, whether they've been coming in for years, or if it's their first time.
"It's very convenient. I couldn't ask for a better experience. She knew exactly what I needed and it didn't take too long. She was very friendly," said Tim Schriber, Binghamton University student.
Gennarelli employees say it's a joy preparing each order, knowing it will give hundreds of people a special day.
"This is really going to lift someone's spirits or express a sentiment that maybe someone can't put into words but flowers say best. That's one of the joys of doing it is that you're really are touching someone with beautiful blooms," said one employee.
"Flowers do bring out a lot of emotion in people and it's something that brings a lot of satisfaction with," said Paoletti.
While the flowers will bring joy to hundreds of people, Paoletti says it brings her just as much joy knowing she was a part of it.
According to the National Retail Federation people will spend an estimated $1.9 billion on flowers this year.