Announcements

Job offersmore »

Tweeting Growers

Last commentsmore »

Top 5 - yesterday

Top 5 - last week

Top 5 - last month

Exchange ratesmore »




Wholesale satisfied, florists ordered short term

Germany: "Valentine's Day becomes more colorful"

In the run-up to Valentine's Day, cold, snow and ice hampered the buying mood of retailers in some regions in Germany, auction prices for the red roses were high - till the Monday before the holiday and the expectations of the wholesalers were low.  Flower wholesalers that placed pre-orders seemed to partly profit from their preliminary planning.

This, in a nutshell, was revealed by a survey conducted by the Association of the German Flower Wholesale and Import Trade (BGI), a national interest group of the German cut flower and pot plant wholesalers and import dealers, among its members.



Demand for spring products

"This time neither the weather nor the carnival or a volcanic eruption has crossed our way," a wholesaler in South Germany told the GBI. According to the traders, the fact that Valentine's Day fell on a weekday encouraged consumers not only to buy flowers for private use, but also as an appreciation to employees and colleagues. Next to the red and colored roses, the sales of spring products such as ranches, anemones, freesia, tulips and (mini) gerberas have risen too. Especially in the west and in the center of Germany, the wholesalers noticed a high demand for the red rose, despite the high prices. However, this year's Valentine's day was "more colorful".

All in all, the wholesalers realized that the Valentine's purchases were focusing strongly on cut flowers this year, but some retailers also reported the first sales of outdoor products for the spring garden. Room plants seemed to be less in demand this year.

In the east a mixed mood image
For many of the wholesale traders interviewed in the East, Women's Day is still more important than Valentine's Day. Nevertheless, East German flower wholesalers were also able to register a sales increase and reached a comparable level as for Women's Day. The spectrum in the East ranged from a rather restrained mood to a clear turnover plus and more than fulfilled expectations. In this area, the specialist trade hesitantly ordered before Valentine's Day. However, the sunny Monday and Tuesday, inspired many florists to shop for Valentine's Day at short notice. This in turn resulted in extremely busy times for wholesalers. They barely had time to fulfill the wishes of the retailers. Roses were once again in high demand and in Berlin, wholesalers were even sold out, with the red roses being the top product by far.

Media
The media reports on Valentine's Day resulted in mixed opinions among the wholesalers. Valentine's Day was in the news quite often, however, the messages were not always that positive for the flower industry. Flower gifts, for example were portrayed as unoriginal and often overpriced. The focus on the red rose was also not that helpful as they were used as an example for the price structure in the flower trade, which is not giving a realistic overview of the situation. This lack of knowledge about pricing in the trade led to prejudices about the profits of the wholesale flower trade during Valentine's Day. In turn, some traders complained.

For more information
BGI
Verband des Deutschen Blumen- Groß- und Importhandels e.V.
Carl-Kuehne-Straße 2
D-47638 Straelen-Herongen
Phone: +49 (0) 2839 / 5692-732
Fax: +49 (0) 2839 / 5688-733
E-Mail: info@bgi-ev.de
www.bgi-ev.de

Publication date: 2/17/2017

 


 

Other news in this sector:

10/19/2017 1-800-Flower.com now available via the Google Assistant
10/19/2017 Kenya’s approach to sustainability
10/19/2017 UK: Repotting the New Covent Garden Market
10/19/2017 US: New study tracks purchases of flower-buying consumers
10/18/2017 Kenyan union denies flower firms relocating to Ethiopia
10/18/2017 UK: Value of flowers and plants increased while overall value of crops fell
10/18/2017 "Plenty of opportunities to flourish in Dutch floriculture"
10/17/2017 EFTA and Ecuador make progress towards FTA
10/17/2017 Myanmar flower growers squeezed by imports from China
10/17/2017 Growth in Dutch, German flower and plant exports
10/16/2017 Dutch police raids greenhouses in heroin investigation
10/16/2017 Kenya: Concern as flower farmers relocate to Ethiopia
10/16/2017 Video: John Hardcastle talks about successful stories
10/12/2017 Tanzania: Horticultural exports generated $642M in 2016
10/11/2017 Design Star spreading American Grown flower love nationwide
10/11/2017 India: Floriculture estate likely to come up at Sirvoi
10/11/2017 "Green plants are not just a trend"
10/11/2017 Ethiopia's central bank devalues currency by 15 percent
10/10/2017 USDA helping growers build success with new technology
10/10/2017 Where do florist flowers come from?

 

Leave a comment: (max. 500 characters)

  1. All comments which are not related to the article contents will be removed.
  2. All comments with non-related commercial content, will be removed.
  3. All comments with offensive language, will be removed.




  Display email address

  new code