Auckland florists have been so busy preparing roses for "the day of love" they've been working all night, with some closing off online orders early due to overwhelming customer demand.
Increased consumer confidence appears to have prompted more love-sick suitors to splash out on their valentines this year.
Best Bloom Flowers in Henderson had eight staff working through the night without sleep to prepare 450 orders, and were still working hard this morning.
Owner Jo-Ann Moss was tired but resigned to the hectic schedule.
"It's the day of love," she said.
A dozen roses had been the most popular order, she said.
"People love the day, they love celebrating it. It's a special day."
Ms Moss said she did not get any unusual requests for bouquets, but customers were imaginative when composing card messages for their valentine.
"They really let loose and write all sorts of wonderful things."
However she could not reveal the secret valentine messages.
Gift sets were also popular, containing teddy bears through to sensual massage oils.
Best Blooms had closed their online orders, but were still taking phone orders today, she said.
Flowers on Franklin manager Carla Pindur said unlike previous years, many customers had ordered ahead this year.
"We found a few years ago with the recession people were like 'no no I'm not going to spend money', but then I think they freak out at the last minute and they still buy the things anyway."
Red roses were "still so popular" and were their biggest seller this year.
Miss Pindur was expecting a rush of customers today, and said with Valentine's Day falling on a Friday this year people could be planning extra special romantic evenings.
Roses range from about $75 to $85 for half a dozen, or $135 to $165 for a dozen.