Valentines Day and Mother's Day are critical for UK plant sales and retailers must pay close attention to the way flowers are displayed, says Andrea Caldecourt, Flowers & Plants Association chief executive.

Funny how the pressing need to say 'I love you' on Valentines Day makes men realise the true potential of fresh flowers as a gift. Men all around the UK are suddenly in a panic. They have to buy flowers and they have to get it right - but they don't know how. They can remember the entire Cup-winning squad from 1973, but they can't remember one single flower name.

The flower industry is under immense pressure on Valentines Day, too. The effort required to grow, harvest, pack, distribute and retail this single product, globally, and for one day only, is immense. This year the situation is particularly tough, with Kenyan production in difficulties, abnormally cold weather in Israel, and limited supplies out of South America. Mothers Day follows soon after, which adds to the pressure.

There are things retailers can do to make it easier for everyone. When it comes to shopping, clear price points and ready-to-go gift wrapping help panicky shoppers find the bouquet that suits their budget. Colour-blocking displays sort the 'let's be friends' yellow freesia from 'you're beautiful' white lilies and 'one hot mamma' red roses.

If you've got organic, fairtrade or locally grown product, shout about it. F&PA members supplying these products are experiencing huge increases in demand from corporate and public customers. Don't forget simple housekeeping on this busy day either - check water levels in the buckets and tidy bunches in the display.

The F&PA encourages alternatives to red roses as a token of passion or emotion, and we show our three million website visitors that other flowers can also say how you feel about someone. We work with the media to feature flowers throughout the year - so we don't save all our floral purchasing up for Valentines Day. And sales have been increasing year-on-year, with potential for more growth. Why not give someone a bouquet to cheer them up just because it's a gloomy wet Tuesday?

Valentines Day offers potential for press coverage, but it can work for or against you. 'Red rose rip off' stories will happen if you slash prices or artificially hike prices. The F&PA supports its members and defends them, where possible, against unwarranted attacks. Ensure the media has nothing to attack you for and your sales will grow.