Dutch florist on the rise

The Dutch florist has had a good first half of the year. Turnover increased by 5.4% compared to 2015. In addition, the margin and profit also went up. This is according to figures from florist - retailer association VBW, the branch organization with over 1,300 member florists in the Netherlands.

After a sharp decline in 2008-2012, there has been a turnover increase for the third year in a row. The VBW is positive about the future: "Florists who are active, make clear choices about their intended target audience and adjust their formula accordingly have the opportunity to grow. There are plenty of opportunities. Among others in (green) plants that are completely 'in' again, servicing the 25-40 year segment and having an omni-channel strategy aimed at the target audience," according to VBW Director Marco Maasse.

Maasse: "Weekly there are 2% more flower buyers than half a year ago. Although this is a small percentage florists are clearly benefiting from this. Consumers are also increasingly buying more cut flowers and indoor plants in the higher price categories. Florists are also increasingly critical about their cost and are being more and more successful in this regard. Partly because of this, the net profit in the first half of the year increased from 9.6% in 2015 to 10.8% in the first half of 2016. 37% of consumers between 18 and 40 years buy flowers, so there's still a lot of room for growth. It's up to the florist to market flowers for this target group as a lifestyle product that is hip and supports a certain status."

Currently more than 11% of the flowers are sold online. That market is growing. A large part of the purchases online are directly or indirectly with florists. Maasse: "Here there are opportunities for florists as well. Many websites can be improved to offer more of what the younger audience expects to find (modern flower arrangements, convenience). Make sure your website is your online calling card and that you offer a good webshop so customers can easily order with you."

Although flowers are mostly seen as a gift article, based on expenditure it seems that 41% of the flower arrangements are mainly purchased for people’s own vases at home and that Friday and Saturday are the main sales days. Sunday is on the rise, which fits the current times.

In the first half of 2016, 52% of cut flower purchases at florists was by men, 48% by women (based on expenditure)

Key reasons to give flowers as a gift: birthdays (24%), random (23%), visits (10%) and thank yous (9%).

The most popular mono-bouquets in were the rose (39%), tulip (26%) and peony (6%).