What does "independently owned business" mean? Like all other industries, the rose business must adapt to changing conditions in the marketplace. In the past, a florist shop was most likely a local, independently owned business that bought roses from a wholesaler who purchased them from a farmer. On special days like Valentine’s Day, the cost of a dozen roses rises twofold or more as a result of high demand . Today, suppliers of roses include large supermarket chains, wholesalers who sell directly at many locations, and direct telephone marketers. The romance of roses has been replaced by economic realities.