Leading UK florist Serenata Flowers has today reported a 15% uplift in year on year Valentine’s Day sales, defying current pessimism in the retail sector.The florist has reported this significant sales uplift over the two-week period leading up to Valentine’s Day – a key date on the annual gifting calendar.While high street spending is in decline, as evidenced by retail giants John Lewis, Marks & Spencer and Debenhams all revealing significant percentage drops in sales, figures from Serenata Flowers show that love might be the saviour of the UK economy.The news comes at a time when consumer confidence and spending has slumped to a five year low according the Gfk index, as Brexit uncertainty increases.While romance might be playing its part in the success, Martin Johansson, managing director at SerenataFlowers.com, says he attributes this uplift in pre-Valentine’s Day sales to the convenience and immediacy of its online offering and the efficiencies that they pass onto the customer, due to their unique supply chain, which cuts out the middle man and the need for local florists to complete orders.Customers are also now more than happy to buy flowers online, whereas ten years ago the business model would have been questioned by the majority of consumers who were used to traditional floristry.Martin Johansson, managing director at Serenata Flowers, said:"We’re thrilled to be enjoying a continued strong sales performance, including the important festive trading dates and the pre-Valentine’s Day gifting period. It’s clear that consumers more easily justifying spending on family, friends and loved ones right now, rather than on themselves. Our business model enables this consumer want, through an efficient and simplistic order service that delivers value for money also.“Despite Brexit uncertainty, we are predicting a strong retail sales growth overall for Q1 2019, which underlines the strength of the Serenata Flowers brand online. We believe that our commitment to adapting to changing customer shopping behaviours and the flexibility of our alternative ecommerce model will stand the business in good stead come the Brexit deadline in March.”