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Did you receive flowers for Valentine’s Day? You were not alone. The flowers make up 79% holiday sales. About half of these flower purchases are roses, representing approximately 250 million roses grown in anticipation of Valentine’s Day shopping.
While Valentine’s Day is best vacation for flower shopping, the cut flower market in general is booming right now.
Individuals and businesses are buying bouquets to spread joy and beauty as the pandemic drags on. And that creates opportunities for the industry.
3 stories of Flower Power
Flowers enhance outdoor dining and attract people to restaurants
Dining al fresco in big cities often means sharing a sidewalk with passers-by on their phones, dog walkers with five furry friends following them, and messenger bikes passing by to deliver takeout. When the city’s restaurants expanded from sidewalks to streets, they built tents, huts, igloos and solariums.
But let’s face it – as creative as some of these solutions are, it sometimes feels like being bundled up in a jacket on a noisy street with cockroaches probably scurrying around your feet – not to mention the threat of crashing vehicles in fragile outdoor catering solutions.
Floratorium was credited with helping New York City survive the pandemic. The flower and art studio creates large-scale floral installations for restaurants, as well as retail businesses, creating “immersive visual experiences”. Diners feel settled in a field of flowers, giving them respite from their cramped studios which had to be used as bedrooms/offices/home gym/panic rooms amid the pandemic. Canopies and flower arches were able to bring diners back to restaurants as many turned to food delivery.
just listen to the way The power of everyday flowers poetic wax on the business: “Floratorium’s innovative and transformative work creating beautiful floral outdoor installations has helped more than 60 restaurants survive scaffolding, freezing cold and makeshift structures during the dreary days of the pandemic – from restaurants like Marea, Cafeteria, Sola Pasta Bar, Vicolina, Lola Taverna and others – who have made Floratorium not only a brand to admire, but have helped NYC survive by providing light in the dark.
Flower flashes inspire compassion
While it makes financial sense for restaurants to want to attract and delight customers, there has also been a growing movement from mundane places, from dumpsters to construction sites adorned with surreal cascades of flowers. These scenes can fill even the busiest and most cynical city dwellers with admiration and appreciation.
Lewis Miller Design was started 20 years ago, and although it quickly became one of New York’s top floral design houses, which made the company a household name outside of the industry , it is the creation by Miller of The flash of flowers. Crafted from repurposed flowers from events, The Flower Flash is a pop-up installation of street art in the most unexpected places: dumping parked ice cream trucks, rolling up traffic signs and decorating subway entrances.
As a retail florist Kelly Perry explains“His main vision and purpose is to create an emotional response through flowers – to brighten and beautify someone’s day and put a smile on their face, the way one smiles when witnessing a random act of kindness .”
Lewis Miller Design says: “The Flower Flash is our gift to New Yorkers.”
Let Kindness Bloom campaign spreads joy in care homes
The pandemic has been particularly devastating for people who live in nursing homes. COVID-19[feminine] widely used in nursing homes, causing illness, death, fear and isolation. For example, as we reported in 2020, the owner of Adams Tree Preservation jumped into his company’s bucket truck, which has an 80-foot reach arm, just so he and his mother could get together. see through its third floor. retirement home window, when visitors were restricted due to social distancing.
Even before the pandemic, however, Jessica Powell, florist and owner of DeLuxe Floral Design, recognized the vulnerability of people in nursing homes. Four years ago, she started the Let kindness flourish campaign, which is accepting donations through the company’s Facebook page from the community to sponsor bouquets of flowers to be given anonymously to people in nursing homes.
In 2021, 400 people sponsored flowers which were distributed at 10 local establishments. This year the goal was 750 bouquets.
Increase the cut flower trade
The global cut flower market is expected to grow by 5.2% from 2020 to 2027, reaching $43.8 billion. In the United States alone, it was estimated at $6 billion in 2020.
3 reasons why the flower market is booming
The growth could be attributed to a number of factors.
1. More time at home
More and more people are spending time at home amid COVID-19. This has resulted in an increase in home improvement projects and caused skyrocketing lumber prices and a shortage of fencing materials. Flowers brighten up newly remodeled kitchens and home offices. They are also an economical home improvement for those not investing in renovations.
2. Expressions of sympathy
As friends, family and colleagues have been sick, lost loved ones and struggled with mental health issues during the pandemic, sending flowers is a popular expression of sympathy.
3. The rise of the plant parent
Even before the pandemic, however, plants had become an obsession for millennials. In 2018, young households had reached a all-time high in their participation in gardening. That year, Americans spent just over $500 on retail lawn and garden sales, about $100 more than the previous year. As nicknames such as “plant parent” and “plantfluencer” and the motto “plant lady is the new cat lady” have increased, this could spill over into the cut flower market for those without a green thumb.
Understanding the Cut Flower Trade
The cut flower supply chain requires a wide range of professionals to grow, transport and sell flowers. It relies on HVAC professionals, sprinkler manufacturers, pilots, gardening application designers, corrugated box manufacturers, and more. And although flowers have been around longer than humans, they are still subject to trends.
The flower cold chain – To prevent them from wilting, fresh flowers should be transported quickly through a The cold chain. The flowers are cut at the farms and then transported in refrigerated units on trucks, boats and planes.
Dedicated flower flights — It is estimated that six days out of seven, seven flights a day from Latin America are dedicated to the delivery of flowers, and that 85% of flower imports pass through Miami International Airport on their way to the United States
ocean flowers — Although 99% of the flowers that arrive in the United States arrive by air, the industry experts predict that it will become more popular to ship flowers. This less expensive alternative becomes possible thanks to improvements in cooling technology.
Floral e-commerce — Traditional florists have decreased by 40% for 15 years in the United States, even though the cut flower market is growing. Indeed, buyers can now buy online at any time. The US floral e-commerce market is $5.3 billion in 2022.
Flower subscriptions — Flower subscription services are becoming increasingly popular. Companies are to distinguish oneself through initiatives such as sustainable flowers, single flower bouquets, Bulb of the Month clubs, flowers from local independent florists and, inspired by the home meal prep kit craze, flower arrangement kits.
Image Credit: Dragon Images / Shutterstock.com