How do Americans show love through flowers? We tracked Valentine's Day spending across 100 cities to find out.
Flower Index Data is a free research project from TeamFloral. We've spent 20 years working with local florists, and we've learned a lot about how people buy flowers—who spends the most, which cities are the most romantic, and what it all says about love in America.
We built this site to share what we've learned with journalists, researchers, and anyone curious about the business of romance.
"We've worked with florists for 20 years. This data has been sitting in our files, and we figured—why not share it? Journalists get free stats, florists get some press, everybody wins."
Founder, TeamFloral
Explore our research on how Americans express love through flowers
Which cities spend the most on Valentine's flowers? Which are the most romantic? We crunched the numbers on 100 American cities.
Who sends Mom the most flowers? We're working on it. Check back in April.
Expected: April 2026
Holiday hostess gifts, office party centerpieces, December proposals. It's a busy season for florists.
Expected: November 2026
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Cities with higher flower-giving rates show 23% lower divorce rates on average.
Heartland states dominate the top 10 for Valentine's generosity scores.
Hinsdale, Orland Park, and Naperville compete for the love crown.
Cities ranking high on well-being indexes also top our generosity charts.
Independent flower shops score 34% higher on delivery satisfaction.
Towns under 50,000 population show 28% higher per-capita flower spending.
Cities Analyzed
National Average (Dozen Roses)
Highest Generosity Score
Data Updated For
The Land of Lincoln shows serious love on Valentine's Day, with Chicago suburbs leading the charge in romance.
Top cities by generosity score
Where quality matters most
Local florists share their Valentine's Day wisdom
People used to just order a dozen red roses. Now they come in with Pinterest boards. They want something that feels like them, not like a greeting card.
Hinsdale, IL · Visit Shop
Midwesterners don't mess around with flowers. When they buy, they buy big. I've had guys in here spending more than their first car payment.
Orland Park, IL · Visit Shop
Richmond folks have taste. They notice the details—the ribbon, the vase, how the stems are cut. They're not buying flowers, they're buying a whole experience.
Richmond, VA · Visit Shop
I've worked in OKC for 15 years. People here don't do 'just okay.' If they're buying flowers, they're going all in.
Oklahoma City, OK · Visit Shop
Louisville's got that Derby energy year-round. When people here want to impress someone, they know how to do it right.
Louisville, KY · Visit Shop
The southwest suburbs are their own world. Everyone knows everyone. When someone gets engaged or has a baby, the whole neighborhood's in here buying flowers.
Palos Heights, IL · Visit Shop
Where Americans show the most love on Valentine's Day
Free data, ready-to-use quotes from local florists, and downloadable graphics. No strings attached.