Say it with flowers

A gentleman was lured into a busy florist shop by a large sign in the window that read, "Say It with Flowers."
"Wrap up one rose," he told the florist.
"Only one?" the florist asked.
"Just one," the customer replied.
"Wrap up one rose," he told the florist.
"Only one?" the florist asked.
"Just one," the customer replied.
Spoiler: