Effect coronavirus (and Sunday) on Women's Day sales

Italy: "Flowers aren't a priority at the moment"

Even though the orders usually start to come in the week before Women's Day, or Fiesta della Donna as they call it in Italy, sales were already expected to be lower this year. "This year, the holiday falls on a Sunday which, historically speaking, means lower sales. Now, with the coronavirus diffusion in the country, we don't know what the sales will be this year", says Luca Quilici Export Sales Manager at Flora Toscana, a cooperative in the Italian horticultural sector.

A picture of last year when bouquets with mimosa were made for the supermarkets. 

Lower sales on Sunday
Usually on March 8, the country is turning yellow as Fiesta della Donna is celebrated with mimosa - men give the women in their lives a bunch of mimosa or a bouquet of flowers that should include mimosa. However, when this day falls on a Sunday, sales are usually lower. For this reason, when placing the orders earlier this year, Flora Toscana already ordered 30 percent less than usual. On Sunday, many don't go to work or school, and many mimosas are being given at these spots. So, for this time, we already ordered less compared to other years, when it is celebrated on other days of the week."

And due to the coronavirus diffusion in the country, flower sales are expected to be even lower. Next week, the supermarkets will place their orders, so now, Quilici has no statistics on the demand this year yet. "People go a lot to the supermarkets these days, but flowers aren't a priority at the moment."

Mimosa harvest
Mimosa is the main flower for March 8 and this year, the harvest of this product has been a little earlier. They are currently in the cooling, waiting to be prepared next week in Flora Toscana's bouquet making department, when the orders are in.

For more information
Flora Toscana
Email: info@floratoscana.it

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