Pune: Love is in the air! Valentine's Day (February 14), celebrated by couples of all ages is here.

Though Valentine's Day witness jam-packed restaurants, tourist spots full, the day is not completed until and unless you give a red rose to your dear one. Picking out the perfect flower is no bed of roses on Valentine's Day. Right from that big flower shop to the roadside florist, all charge a bomb for a red rose on February 14.

The demand of roses has been gone up for Valentine's Day in Pune. The young generation is in full-swing to buy red roses to express their love.

One of the wholesale flower traders said, “Amid the COVID-19 pandemic, farmers let their flower fields run wild. Most are not confident of a good price as the lockdown had hit all economic activities. Also with 35 per cent higher demand driven by online sales and low supplies, there will be inclining trend on the prices."

"This Valentine's Day, a red rose will cost nearly Rs 30 while the bunch or bouquet may range between 150-500," he added.

The flower market on February 14 in the country is estimated at about Rs 500 crore, with major supplies coming from Bengaluru, Coorg, Pune and Ooty.

Sources in the flower industry stated the day now is not restricted only by youth but people of all ages. One of the florists in Pune who wished to remain unnamed said, "Valentine's Day is festival for us. We prepare for this day from a week long. It is the day when we generate huge revenue. Though the demand for roses has gone down, hope we make it big at the end of the day."

Getting bouquets of flowers other than the highly sought after red rose might save you some to splurge on a nice dinner or gift. What's your take?