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.


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