The flower seller is encouraging the public to treat themselves better than their ex did. Each bunch of roses will come without any of the thorns, as the brand behind the campaign says, “There are enough pricks in the world without having them in your home this month”.

During the weeks leading up to Valentine’s Day – arguably some of the hardest times for anyone who has recently faced heartbreak – online florist ‘PRICKS’, in partnership with Arena Flowers, hopes to take the sting out of the love-drenched month.

Freddie Blackett from Arena Flowers added: “Valentine’s can be a tricky time, and we have been particularly moved by recent high profile heartbreak which has been on the front and back pages of the papers. We know people may not want to engage with Valentine’s due to bad memories and hurt feelings. ‘PRICKS’ is our small reminder that you can treat yourself to a bouquet that comes without any contact from a prick.”

The free-to-order prick-free roses will be available online from today (1st February) until the 13th of February. A limited number of bouquets will be made available online each day, reserved exclusively for victims of cheaters and ghosters. Over 100 bunches of roses will be given away on a first-come, first-served basis.

For any customers who want to keep a memento of their cheating ex, the florist will provide a box of pricks that have been stripped from the roses.

Freddie added: “This small box of pricks will be available to do as the person sees fit, whether it’s regifting them, scattering them somewhere memorable, or simply holding on to them as a keepsake reminder.”

An additional product available to receive for free is a ‘prick stripper’, so the recipient can remove pricks from any flowers they have in the home for the rest of the year.