Mother’s Day is a special day not only for all mothers, but also for the cut flower sector. In 2013 almost 90% of the flower purchases for Mother’s Day was planned in advance.
One-third of all Dutch and 43 percent of the German flower purchases were intended as a gift. Of these gift purchases, about 3 percent is a flower for Mother's Day. In two-thirds of the cases, this was a mixed bouquet. The other cases were mostly a bunch of one type of flower or a flower arrangement. Germans are more likely to choose flower arrangements than the Dutch. For single-type bunches, roses are the preferred flower, but many tulips are also given on Mother's Day.
In the Netherlands about half of the flowers for Mother's Day are sold by florists; the supermarkets and the market lag behind with 16 percent and 11 percent, respectively. The Germans buy more often from florists and less on the market. Sixty percent of all flowers for Mother's Day in the Netherlands are sold on the preceding Saturday, about 12 percent are purchased on the day itself. In contrast, the Germans buy 42 percent of the flowers on the day itself. The average amount spent for Mother's Day flowers in the Netherlands is €12. This is less than in Germany, where an average of €14 is spent.
Source: FloraHolland consumer panel