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NL: Valentine’s Day means peak turnover

The week before Valentine’s Day is one of the busiest weeks of the year. This year, Royal FloraHolland is trading 300 million flowers and more than 25 million plants. This is almost double a normal week.

Which products are popular during this period? Roses, tulips and chrysanthemums in shades of red are by far the most popular. Plants are popular Valentine's Day gifts too. This week's trade in figures:

·         80 million roses

·         100 million tulips

·         23 million chrysanthemums

·         3.5 miljoen orchids

·         1,7 miljoen pot roses

·         500.000 anthuriums 

VALENTINE'S DAY BOUQUETS

Valentine's Day is a peak day for florists' sales channels. According to Fleurop's marketing and sales manager, last year huge numbers of people had bouquets delivered, leading to a major increase in turnover. On the back of this, Fleurop Nederland is launching a series of special Valentine's Day bouquets in 2018. They are of course catering to people's expression of classic, romantic love, but they also have a bouquet that can be sent to a loved one as a sign of appreciation.

ACROSS THE BORDER

In the important sales markets like Germany, France and the United Kingdom, people too treat their loved ones to a bunch of flowers on Valentine's Day.

A TNS survey in France showed that last year, one million households bought flowers or plants for their loved ones. The figures from France:

The popularity ranking

·         Rose: 74% of expenditures 

·         Orchid: 14% of expenditures 

·         Lily: 8% of expenditures 

Division by category

·         80% of expenditures go to cut flowers 

·         16% go to flowering indoor plants 

·         4% go to other indoor or garden plants 

Through which sales channels?

·         Florist: 63% 

·         Supermarket: 18% 

·         Garden centre: 7% 

GERMANY SALES

Valentine's Day does not pass German consumers by either. A survey by the Fachverband Deutscher Floristen shows that it is mostly men that buy flowers. The preferred flower is roses (57%), followed by spring bouquets (31%) and arrangements (6%). On average, the German consumer spends between € 20 and €30 at the German florist.

·         80 million roses

·         100 million tulips

·         23 million chrysanthemums

·         3.5 million orchids

·         1.7 million pot roses

·         500,000 anthuriums 


02/12/2018 - Royal FloraHolland



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