FloraHolland turnover breaks Valentine's Day flower supply record

Royal FloraHolland has recorded its highest ever week's turnover - €142 million - in the full week before Valentine's Day.

Flower turnover was almost €100 million, the highest ever turnover for flowers in one week. Turnover grew by 9% compared with week 6 in 2016. The number of items declined by 5%, while the average price rose by 15%.

Of the total supply of 300 million stems of cut flowers in this week, one-third consisted of roses, one-third of tulips and one-third the rest of the assortment.

The supply of tulips and roses was under pressure: the supply of roses decreased by 8%, the supply of tulips by 11%. The majority of the roses came from outside of the Netherlands. Only 20% of the total supply of roses came from the Netherlands.

For houseplants, growth was derived more from the quantity of items. The supply increased by 7%, and the average price rose by 4%. It became evident from the proportion of supply of the different products that plants are not as important gifts on Valentine's Day. The supply of pot roses increased by 10%, while the number of Kalanchoë - not really a Valentine's Day plant - rose by 43%, the greatest increase.

Meanwhile, Paymentsense have released their sales data from 1-12 Feb for 2016 and 2017 and compared the sales data for florists, restaurants, gifts and hotels. 

Florist sales were 1% down, with eating places 9% up, gift/card/novelty 11% up and hotels/resorts 4% up.

And Waitrose flower sales grew by 78% last week.


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

Albizia

Albizia

Fluffy flowers and bipinnate foliage make these rarely seen shrubs and small trees highly prized, says Miranda Kimberley.

Pots and containers

Pots and containers

Taking advantage of the latest available sizes, shapes and formats could help you boost production as well as sales, Sally Drury suggests.

Pest & Disease Management - Fusarium patch

Pest & Disease Management - Fusarium patch

Avoid damage to ornamental lawns and sports turf


Dixon on... Progressive innovation

Dixon on... Progressive innovation

Horticulture is typified by innovative thinking. Leaders in change are producers of fresh produce propelled by cost reductions and price stagnation.

Seabrook On... Sensible pricing levels

Seabrook On... Sensible pricing levels

One of the big retail chains has flower seeds on sale at 25p a packet, while one of the specialist mail-order companies has six nigella plants on offer at £15 plus £4.95 carriage charges.

Production stars take innovation lead at UK Grower Awards and Garden Retail Awards

Production stars take innovation lead at UK Grower Awards and Garden Retail Awards

Over the past week it has been the great privilege of the Horticulture Week team to welcome more than 700 leading horticulture professionals to three great industry events - the Garden Retail Awards 2017, the UK Grower Awards 2017 and the third Garden Retail Summit, all hosted by Horticulture Week.


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.