LOVE is well and truly in the air in Warrnambool, with florists feeling the Valentine's Day rush across the city.
Flower Gallery Warrnambool assembled around 200 bouquets of red roses alone in the days leading up to February 14.
Florist Allesha Gardner said its customers were from all walks of life this time of year.
"We get young boys coming in after school, best friends, and a rush of tradies when they knock off work," she said.
"We have a really even mix between walk-ins, online orders and deliveries to homes and workplaces."
O'Grady's Florist co-owner Jessica Advincula said the Valentine's Day tradition was strong.
"I think in this day and age it's not just husbands sending to their wives, there's best friends sending each other flowers, wives sending them to their husbands and wives, it's definitely not dead," she said.
Martha Densley said she was seeing a rise in popularity of 'Galentine's Day', where women celebrate the platonic relationships in their lives, rather than romantic partners.
The Warrnambool freelance florist said social media was transforming the kinds of flowers customers were ordering.
"I've found that girls are loving the look of the massive bunch both for the appeal and with social media being so prominent as well," she said.
"The red roses are definitely still the favourite, it's been around for years and is such a tradition on Valentine's Day.
"I've had copious amounts of beautiful red roses ordered, I've been up until about 2am each night getting the orders done!"
Have you signed up to The Standard's daily newsletter and breaking news emails? You can register below and make sure you are up to date with everything that's happening in the south-west.