Flowers are still at the top of the list for Valentine's Day gifts with men around the town popping into florists to purchase a special bunch.

In downtown Tauranga this morning Tauranga resident Bruce Bowen was purchasing a dozen red roses for his wife of one and half years.

Florists Kirsten Franks and Rebecca Haskell frantically preparing flowers for Valentine's Day. Photo and interview by Tracy Hardy.

'I am buying some roses for my wife who works at the hospital and I have selected 12 as I am feeling a bit flush. I'll have to take a mortgage out but that will be alright.

'I don't always give Valentine's Day flowers but today felt like a good day to do it, got to make the special effort.”

Bruce says his wife gave him a 'very nice card which almost made him cry this morning.”

'It was very romantic.

'Tonight I think we will go out for a nice romantic dinner to top the day off.”

Blooms on Cameron owner Margaret Beck worked until 2am today preparing for the busiest day of the year, before starting again at 5.45am.

She has three staff working in the shop today, and four delivering.

'Today is the busiest day of the year by far. It's always the busiest day of the year.”

She says roses seem to be the flower of choice for Valentine's Day this year.

'We have a lot of bouquets that are selling but most people want to take the roses, singles, we have sold quite a few dozens.”

Around 95 per cent of the flower shop's customers have been men buying flowers for their wife or partner.

Margaret says there haven't been any surprises, or unusual requests, just the normal Valentine's Day message.

'We can tell by the messages really, if it's someone that doesn't know the person they're sending it to. No secret admirers this year so far.

'We had quite a lot of orders early on, which means the men are getting more organised which is good because it's hard for us on the day if they just come in their droves and wanting them instantly. So if they pre-order it's good for us.”