More and more Brits buy flowers online. That is the conclusion of our UK country report.“We expect this trend to keep increasing. The internet is becoming increasingly popular.” predicts market specialist Josephine Klapwijk of Royal FloraHolland.
In 2010 only 3 percent of British consumers bought flowers online. In 2015 this figure had increased to 10 percent, and now 14 percent buys flowers via the internet. The ones buying the most flowers are in the age group of young adults between 30 and 39 years old. They have the most purchasing power and know their way around the online channels.
Josephine confirmed that there are many online flower providers in the UK. The largest by far is Interflora. Next in line are the newcomers Arena Flowers, Bloom & Wild and Moonpig, which are working hard on building their business. "Three years ago, no one knew they existed. They are comparable to our Bloomon."
Greater demand for seasonal flowers
Another evident 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). "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 all flower buyers is from London
It is remarkable that one-fifth of all British flower buyers comes from London, and the highest amount spent on flowers is also found in London. About 22 percent of the British flower sales is bought by a Londoner (and surroundings). "The average Londoner has more to spend," stressed Josephine.