From roses to cash: Valentine's Day now takes a financial turn

Yvonne Munaw (Left) adds the finishing touches to a money bouquet for her client at her Nakuru gift shop as Furaha Margaret and Morisha Willock of The Olive Inventions florists sell assorted flowers to Nairobians to mark this years Valentines Day at City Market,Nairobi [Photo: Kipsang Joseph, Elvis Ogina,Standard]

Kenyans have expressed shock at how Valentine’s Day celebrations have evolved from a fun affair to a transactional one.

This has been occasioned by the emerging trends in love and relationships where money plays a huge role in the sustenance of romance.

Andrew Karanja, a 45-year-old businessman in Nairobi, recalls that in 2003, gifting his girlfriend was inexpensive.

“Back in our day, Valentine’s wasn’t a big deal,” Karanja recalled. “In 2003, I gifted someone for the first time—a Sh50 card with a sweet message and street flowers. She was thrilled because few celebrated it back then.”

In the early 2000s, Valentine’s Day often meant exchanging cards and candy. For the elite, a bottle of wine or a bouquet was standard, while others marked the day with romantic dinners, movies, or special outings.

Fast forward to 2025, the culture of celebrating this day for loved ones has changed with more emphasis now shifting to monetary value.

For instance, while the annual tradition of gifting red roses, chocolates, wine and couple’s dates have long been the hallmark of the day, a new trend appears to be gaining traction—money bouquets.

Chris Hart, a relationship coach says the hype on Valentines Day has died down over“Valentine’s Day has always been fun, but after a peak in popularity in the late 1990’s, people have become a little jaded about it! All the advertising, the pressure, the high prices and restricted menus have taken their toll! So the crowds at the best restaurants are smaller now...” Hart said.

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In the modern day, Valentines is no longer celebrated in a day but it is a whole season.

Businesses are capitalizing on the season to sell everything from clothes and gifts to trip packages and unique experiences in major cities.

Money bouquets have replaced traditional flower arrangements, reflecting shifting preferences.

Peris Bogwa, a florist at Nairobi’s City Market, notes a drop in sales due to tough economic times. “We’ve sold far less than last year, even after adjusting prices,” says Bogwa, a 30-year industry veteran.

However, demand for money bouquets is rising, with prices ranging from Sh1,500 to Sh20,000. “Orders were higher last year, but cash bouquets are now more popular,” she adds.