Ask a random sample of people on the street what they reckon is the biggest flower-buying occasion of the year, and you can bet most of them will say Valentine’s Day.
But they would be wrong – because whilst February’s rose might chalk up higher average bouquet values, Mother’s Day actually ranks as the UK’s biggest volume occasion for flower and plant sales, despite hefty, and ever-growing, competition from other products in the gift sector. And it is not surprising since no less then 35% adults will be out and about buying flowers for their mothers, or for children to give to their mums.
Traditionally, the Mother’s Day market has been characterised by higher volumes but lower values then Valentines – but that’s only been the case because of the focus on cheap and cheerful home grown daffs and lower-value spring flowers. In the floristry world, florists might have been able to get way with the same old planted basket or polyprop-ribbonned pink bouquets as Mother’s Day offering for years on end – but not any more.
Daffodils and other bulb flowers are beautiful, and people always love to buy them for this spring festival. And a lot of florists now are realising that they can pump profits by presenting these seasonal favourites in stylish new ways, with glittery or vibrant coloured containers, picks accessories and wraps – and correspondingly higher price tag.
It is easy to approach a traditional flower buying occasion like Mother’s Day with blinkers on, doing this in the same way it was always been done. But with fashion and home décor trends exerting more and more influence on the flower business, it is vital to come up with a strong colour and design theme for every sales single occasion – and these means Mother’s Day too.
And do not forget to accompany your modern Mother’s Day flower arrangements with handmade Mother’s Day cards and florist message cards from Lotus Art Studio magnificent greeting cards collections.