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.

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