Flower shop sales assistants organize bouquets in Kunming, Yunnan province, on Friday, hoping for a boom in sales for the Qixi Festival. [Long Yudan for China Daily]

Every seventh night of the seventh month in the Chinese lunar calendar, across the country and around the world Chinese people exchange candy, flowers and gifts — all in the name of Qixi Festival, also known as China's Valentine's Day.

Tian Fangning, a young girl shopping for presents in Beijing, said the Qixi Festival derives from a fairy tale in ancient times. "It's about the love story between a cowherd and weaver, separated by the Milky Way and only able to reunite on 'double seventh'. In modern times, many younger Chinese celebrate the Day as a way of expressing love to each other. For others, it is only a fun celebration and a chance to enjoy the festivities."

With only a day left before Aug 7 or "double seventh", this year's festival, the price of flowers has surged due to increased demand among people — especially youngsters.

Red flowers are considered an integral part of this celebration, and everyone wants the best combination of roses as a gift for their friends and loved ones.

A majority of flower stalls in popular areas of the capital like Sanlitun and Wudaokou are embellished with red roses, beautifully designed bouquets and flower combinations which have added color and charm to the area.

Due to increased demand of flowers for the festival, sellers often create a fake shortage in order to squeeze even more money from the enthusiastic buyers who, out of excitement, acquiesce to doubled or tripled prices.

Taking advantage of the situation, a large number of vendors, especially children holding flowers, are also seen in the markets selling a single rose at prices ranging from 50 to 100 yuan.

Talking to China Daily, flower seller Zhang Rou said that to shopkeepers, the holiday is only a business day. Flower bouquets which normally sell for 50 to 200 yuan go for 100 to 500 for the festival, which is a real blessing, she said.

Most buyers do not hesitate to pay the higher prices, and avoid arguments as it is not a basic necessity but a luxury. "Those who can afford, they purchase it at any price," she added.

Students are the primary buyers of these items, and they do not have usually have enough money to spend on the gifts they want at inflated prices. But business minded people use different tactics to extract money from our pockets, Tian said.