Squire's says the £1bn Valentine’s Day spend on cards, gifts and flowers means "perhaps we really are a nation of lovesick fools".
The garden centre group said rose prices can rise by as much as 40 per cent, and up to £20 for a single rose delivered, on Valentine's Day "but that extra cost doesn’t guarantee the petals – or the love – will last any longer than usual".
It says a "savvy tip for all those hot-blooded butcoolly practical romantics out there" is two new varieties of David Austin rose – The Lady of the Lake and The Poet’s Wife.
Squire's says the roses could out live the average marriage length, which is 11 years 6 months.
Both varieties are available from Squire’s Garden Centres in 6-litre pots at £19.99.