A new report from market research firm Technavio has highlighted how consumers are increasingly sending flowers online.
The Global Floriculture Market 2020-2024 report reveals that despite a large contraction in global cut flower sales as a result of the COVID-19 pandemic, online sales continue to grow. The report adds that a culture of having flowers delivered as gifts is one of the main reasons for this growth, potentially because of the coronavirus preventing people from visiting friends and family – but also because of rising urban living increasing demand for flowers in the home and the overall growth in online shopping.
A senior analyst from Technavio added: "The floriculture industry is witnessing an increase in sales of flowers through the online channel as compared to sales through retail stores or conventional florist shops. The growing penetration of smartphones and the Internet along with high patronage from tech-savvy millennial customers are factors behind the increased online flower sales.”
While the news has been welcomed by Direct2florist, Simon Stirling, Managing Director and founder of the family business says the growth of online ordering shouldn’t be at the expense of professional florists.
“The rise and rise of online flower ordering shows no signs of slowing, but I don’t believe it should be at the expense of talented professional florists. When you send flowers, you send emotions, and the best people to capture those feelings are florists, who use their skill and experience to create bespoke designs, handwrite card messages and deliver the flowers by hand. That has to be better than a courier delivering identical machine-made bouquets in bland cardboard boxes, often left outside in the rain!
“That’s why Direct2florist has found a better way: our business always has been – and always will be – about using technology to connect consumers with highly skilled, creative local florists. Online flower ordering is part of our tech-led, 24/7 world, but by connecting convenient online access with professional local florists, we’re confident that we’re offering the best of both worlds.”
Simon concludes: “As well as delivering a better product, we passionately believe that florists are an essential to our society. They’re integral to our high streets, they’re essential to our special events, they’re essential in sharing so many messages around the world and they’re essential in celebrating events such as Christmas, Valentine’s Day and Mother’s Day. Sending flowers online is great – especially when you do it through local florists!”
By Austin Clark 04 November 2020