With the Super Bowl now behind us, grocery retailers are shifting their focus from game day snacks to the floral department for Valentine’s Day purchases. Supermarkets generally handle the bulk of floral sales for the romantic holiday, and Amazon and Whole Foods Market are aiming to get ahead of the pack with hot prices on Whole Trade-certified roses—particularly for Prime shoppers.
From Feb. 7-14, the retailers will offer two dozen roses at a reduced price of $24.99 for general customers, and $19.99 for Prime members. Whole Foods will also offer bouquet-wrapping and flower arrangement services for shoppers in-store.
Amazon officials said last week they still working to fully integrate its Prime loyalty program into Whole Foods, but the rose promotion—like a special turkey offer for Prime members promoted near Thanksgiving—illustrates the possibilities.
“We are excited to make this Valentine’s Day extra special for customers by lowering prices on our beautiful Whole Trade roses,” said A.C. Gallo, president and COO of Whole Foods Market, in a statement. “As we continue to integrate with Amazon, we plan to share additional savings, values and promotional events with our shoppers and Prime members, while continuing to support responsible ecosystems and communities worldwide.”
Each purchase of Whole Trade roses gives back to the communities in which the flowers were sourced, according to company officials. Branded in 2007, Whole Foods created the Whole Trade Guarantee to highlight its commitment to ethical trade, working conditions and the environment, as well as its standards for high-quality products. Whole Trade product profits are used to fund community projects such as building schools, funding scholarships, providing childcare and ensuring fair wages.
“We know our members are looking to express their love, and we are thrilled by all the times Prime marriage proposals have been shared with us on social media,” said Cem Sibay, VP of Amazon Prime, in a statement. “We hope that nothing says Prime and commitment quite like beautiful roses from Whole Foods Market.”