Customers buying flowers online now 13% of population according to Royal FloraHolland

In 2010 only 3% of British consumers bought flowers online but by 2015 this figure had increased to 10%, and now 13% buy flowers via the internet.

The 30-39 year old age group buy most as they have the most purchasing power and know their way around the online channels, says Royal FloraHolland.

The largest seller is Interflora, then Arena Flowers, Bloom & Wild and Moonpig.

Another trend mentioned in the country report is an increasing demand for seasonal flowers among young people aged 18-29 years old (peonies, tulips, narcissus, gladioli and sunflowers).

Report author Josephine Klapwijk said: "They buy far less traditional flowers. Older customers are likely to buy chrysanthemums and carnations. But the young are more sensitive to trends and make different purchasing decisions."

One fifth of buyers are from London and they also spend most.

Online florist Bloom & Wild reports that most of its buyers are from towns and not cities with people
living in towns are spending 50p more per order of flowers than their city counterparts. Only two of the top 10 locations by average order per customer are city-based: Brighton and Hove, with £42 per order, and Winchester, with £33 per order.
Alton sits at the top of the overall list with a total average spend of £43 per order. Other towns in the top ten include Redhill (£36), Solihull (£35) and Stratford-upon-Avon (£32). At the other end of the spectrum, Knutsford residents are only spending £18 per order, with Hitchin and Ryde also trailing with
£18, £22 and £22 respectively. Some of the lowest-spending cities include Derby and Peterborough, both with an average spend per order of £23, and Ely, with £24. The difference between the least and most generous locations in the UK is 390%.
In Ware, 2.85% of the total population spending nearly £16,000 on flower orders, while 1.99% of
Taunton residents are Bloom & Wild customers, spending over £32,000 so far. Only 0.2% of Birmingham residents have bought their mothers Bloom & Wild collections. Bloom & Wild finds that men are each spending 20% more than women on Mother’s Day orders, yet more women are buying flowers overall.
Snapdragons are most popular flowers this year.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Sign up now
Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Read These Next

Pest & Disease Management - Adjuvants

Pest & Disease Management - Adjuvants

Adjuvants are substances that can be added to the spray tank to modify a pesticide and/or spray mixture's performance.



These long-flowering thistle-like daisies are well worth a go for consistent interest in the border, writes Miranda Kimberley.

Show Preview: HTA National Plant Show 2017

Show Preview: HTA National Plant Show 2017

Leading British growers will be showcasing their latest offerings at this year's trade plant show at Stoneleigh Park, writes Matthew Appleby.

Edwards: Will a weak pound and tariffs on imported stock be good for UK nursery production?

Edwards: Will a weak pound and tariffs on imported stock be good for UK nursery production?

At the time of writing - a few days after the general election - sterling has weakened and we still have no idea of what Brexit means.

Seabrook On... Refocus needed at Chelsea

Seabrook On... Refocus needed at Chelsea

The president of the RHS was wise to avoid the traditional comment at the Monday lunch that "this is the best Chelsea show ever".

Editorial ... Garden industry prospects and election pledges

Editorial ... Garden industry prospects and election pledges

After a disappointing rain-hit May, the garden industry will be heading into this weekend's second key bank holiday period buoyed by better weather - and a final boost for sales from publicity surrounding the RHS Chelsea Flower Show.

Follow us on:
  • Facebook
  • LinkedIn
  • Twitter
  • Google +
Horticulture Jobs
More Horticulture Jobs

Pest & Disease Tracker bulletin 

The latest pest and disease alerts, how to treat them, plus EAMU updates, sent direct to your inbox.

Sign up here

Are you a landscape supplier?

Horticulture Week Landscape Project Leads

If so, you should be receiving our new service for Horticulture Week subscribers delivering landscape project leads from live, approved, planning applications across the UK.