Following the lead of Proflowers.Com, FTD.com uploaded their new homepage title & meta tags today to reflect Valentine's Day searches on flowers.
The adjustment in tags worked to move FTD into the 7th position (up from 10th). At present, there doesn't appear to be a link-vote campaign in place so I don't think they will advance into the top 5 (but that could change).
Also, Google's algorithm for "Valentines flowers" searches has picked up on the general interest of Valentine's Day. Yesterday Google began showing its own "Shopping results" in the middle of the main results which will make ranking in the top 3 imperative.
At present, Proflowers & 1800flowers have the monopoly on the upper primary real estate.
Time will tell if these two major players can continue to dominate "Valentines flowers" searches.