On Valentine's Day, one in two Italians gives flowers and helps agriculture. Flowers win because, underlines Coldiretti, "they allow you to express, with class, imagination and reasonable prices, your feelings without significantly affecting your budget" The floral gift is therefore the most popular, so much so that it is widely preferred, compared to chocolates (30%), clothing (13%) and jewelery (5%).
Flowers are traditionally, recalls the confederation, "among the most important moments of the national horticultural sector"