Marco Maasse, director of the VBW: "The Dutch florist is structurally on the rise again. Most of the shops are going upwards again after some difficult years. Turnover rose and despite the higher 'stem price’ (the purchase price of flowers) profits remained healthy. In particular the shops that make a clear choice are successful. Florists that choose which segment they want to service and then properly align their formula, are well appreciated by consumers. Personal contact in the shops is an important stimulator of consumption. A striking and pleasant detail is that the number of younger buyers is growing. To illustrate this: in 2016, 60% of the plant buyers at florists were 39 years or younger. In 2010, that share was only 32%. This confirms that plants are trendy again and that consumers (of every age group) happily will put something special on the table again and would like to buy this from florists."
Bouquet still most popular
"Looking at the turnover that florists achieve from flowers (on average 70% of total sales), the larger part is still derived from the sale of mixed bouquets (59%). It is remarkable that the sales of mono bouquets (bouquets which consist of one type of flower) is gaining ground. In two years its share has increased from 23 to 31%. Half of all sales of mono bouquets concerns roses.
Also at florists’ in 2016, on average larger amounts were spent on flowers. Almost one third of all purchases were € 15 or higher. In 2014 this amounted to a quarter. The conclusion that consumers know how to appreciate the creative added value of florists, is therefore justified."
source: VBW