FOR DANGWA flower vendors, business blooms with the seasons.
After the Valentine’s Day rush, graduation ceremonies, All Saints’ Day and Christmas become the next major occasions that sustain sales, helping vendors weather months of slower business in the country’s best-known flower market.
Operating around the clock in the bustling streets of Sampaloc, Manila, sellers rely on these recurring occasions to offset lean periods marked by uncertain profits, flower spoilage and intense competition.
Located at the intersection of Castillas, Laon Laan and Dimasalang streets, Dangwa has long been known for affordable flowers and round-the-clock trade. Behind the colorful bouquets, however, is a business shaped by seasonal demand.
Historically, the area served as a drop-off point for fresh produce from Baguio and Benguet. It later took its name from the Dangwa Transportation Company, founded by Igorot businessman Bado Dangwa in 1928.
The district evolved into a full-blown market in 1976 with the arrival of fresh blooms from Baguio. By the 1980s, Dangwa had surpassed Quiapo and Baclaran, earning the reputation as Manila’s “Bulaklakan” or flower market.
While Valentine’s Day remains the market’s busiest season, vendors said graduation has become another major sales period.
According to Doray Comedez, owner of Winluck Flower Shop, preparations for major occasions begin months in advance.
“Valentine’s at Undas po ang medyo malaking okasyon dito sa Dangwa. Pinaka-number one ‘yong Valentine’s at ‘yon pinaghahandaan talaga namin. December pa lang pinaghahandaan namin ‘yong space para sa Valentine’s,” Comedez told the Varsitarian.
(Valentine’s Day and All Saints’ Day are the biggest occasions here in Dangwa. Valentine’s Day is our busiest season, so we start preparing as early as December by securing the space.)
Graduation season follows shortly after Valentine’s Day, bringing another wave of customers looking for bouquets across different price ranges.
Janice Artolete, 43, owner of Pink Flower Pot Studio, said preparations also involved monitoring the schedules of nearby schools.
“Tantsya din sa’min, kunwari may time na gumawa kami ng maraming flowers, alam namin na merong graduation so nagpe-prepare na kami. Pero usually hindi naman lagi nagtutugma na may graduation sa ganitong school,” Artolete said.
(We estimate demand based on graduation schedules. When we know schools are holding graduation ceremonies, we prepare more bouquets. But graduation dates do not always coincide among schools.)
Some flowers sold in Dangwa come from suppliers in Baguio, while others are imported from Ecuador, the Netherlands and Asian countries such as China, Thailand, Vietnam and Taiwan.
Vendors said prices typically rise during peak seasons because of higher supplier costs and stronger demand. Even so, students and parents continue to choose Dangwa because of its lower prices and wider selection.
“Sa palagay ko, mas mura ang mga bilihin sa Dangwa kaysa sa ibang mga shop, batay sa sarili kong karanasan sa pagbili sa Instagram at iba pang online shops,” said Kenrick Cham, a third-year Information Systems student.
(Based on my experience buying from Instagram and online shops, flowers in Dangwa are more affordable than those sold elsewhere.)
Cham added that while online arrangements may appear more aesthetically pleasing, flowers bought from Dangwa tend to be fresher and last longer.
Comedez also observed that many customers still preferred shopping in person to avoid online scams and poor-quality products.
Social media has become an important marketing tool, as customers often share photos of their purchases online.
“Mostly kapag may nagpapa-picture na mga customers, pino-post po nila. Tapos minsan may word of mouth, kunwari maganda experience nila, ‘yong customer service mo… tapos through them, ire-recommend po kami sa ibang mga kaibigan na nakakilala nila,” Artolete said.
(Customers often post photos of their bouquets on social media. Sometimes, if they have a good experience with our customer service, they recommend us to their friends through word of mouth.)
Despite seasonal surges in demand, vendors continue to grapple with flower spoilage, extreme weather and growing competition from neighboring stalls and alternative bouquets such as crocheted flowers and fuzzy-wire arrangements.
For Jonah Dela Cruz, owner of Daffodil Flower Shop, typhoons remain among the biggest threats to steady sales.
“Pag maulan, matumal ang benta kasi bumabaha, gano’n ang problema talaga rito. Tsaka ‘yong kakompetensya dito kasi dikit-dikit kami. Marami kaming kakompetensya,” she said.
(When it rains, sales slow because the area floods. That’s one of our biggest problems. Competition is also tough because the flower shops are located close to one another.)
Dela Cruz said unsold flowers were often discarded because most blooms stayed fresh for only about a week.
The same challenge confronts Menchie Oronan, whose family has operated Princess May Flower Shop for more than 20 years. During slower months, vendors rely heavily on bulk orders from hotels and restaurants, she said.
“Matumal around the month August pero bumabangon pag nakatanggap ng arrangements sa mga hotels or restaurants. Hindi naman umabot sa puntong wala talaga, mababa lang compared kapag may occasions,” Oronan said.
(Business slows around August, but it picks up whenever we receive bulk orders from hotels or restaurants. Sales never completely stop, but they are much lower than during major occasions.)
For Oronan, loyal customers and dependable employees helped sustain the business through decades of operation.
Years in the flower trade, vendors said, have taught them to navigate both peak seasons and lean months, with each major occasion bringing another opportunity to keep business blooming. With reports from Alejandro Mari C. Eusebio
