"It's scary, and who knows what the prices will be like in a few months or in the summer?" Auburn Rodriguez says.

After Palisades Flowers was lost in the Jan. 7 fire, floral designer Rosalyn Phipps found a way to get back in business for the biggest “flower holiday” of the year.

The National Retail Federation reports shoppers plan to spend an average of $189 on Valentine's Day this year.

After six decades of business, a breath of new life has been given to the San Francisco Flower Market as they mark their first Valentine's Day in their new space in the Potrero Hill neighborhood.