Every 4th of July, my Uncle drops a couple thousand dollars on fireworks. We’re talking the good stuff—sky-filling bursts of color that make you stop and say “whoa.” They last maybe 30 minutes. Then they’re gone.

But man, that month leading up to it? Pure magic. Planning it, looking forward to it, seeing the joy it brings our family—it’s worth every penny.

Fresh flowers are a lot like that.

We hear it all the time: “Why buy flowers? They’re just going to die.” Usually from guys. Usually about the cost. But here’s the truth: beauty doesn’t have to last forever to be worth it.

Flowers transform a space. They elevate your dinner table, brighten your office, soften your mood, and calm your mind. Dozens of studies confirm what florists have known forever—being around flowers boosts happiness, lowers stress, and even improves focus and sleep. They’re like a reset button for your brain, packaged in color and scent.

Sure, a bouquet doesn’t last forever. Neither do concerts. Or sunsets. Or fireworks. But that doesn’t make them any less worth it.

In fact, maybe that’s what makes them so special.

We’re all moving a mile a minute these days—phones buzzing, inboxes overflowing. But when you bring home flowers, you’re saying, “This moment matters.” You’re choosing to make your space beautiful, even for just a little while.

And that? That’s priceless.

by Sam Bowles, General Manager at Allen’s Flowers & Plants in San Diego