"The online flower sales skyrocketed, but at the physical stores, sales were also higher compared to last year", says Henrik Astrom of Axfood, one of Sweden's largest food retailers. During this hectic COVID-19 time, he is very proud of all links in the chain that enabled them to sell the products in the stores and online.
Flower display in one of Axfood's stores
COVID-19 in Sweden
In Sweden, the measures against the spread of COVID-19 are less strict than in the neighbouring and other European countries. Visiting of elderly and gatherings are not advised, and working from home and social distancing are recommended. However, unlike many other European countries, bars, restaurants and schools are still open.
Focus: take everything that was booked
This strategy enables businesses to continue, although the virus does create a situation that is more hectic than usual. "Easter is a big food holiday, and due to COVID-19, getting everything on time at the store and at people's homes was a bit more challenging than usual. Our focus this year was to take everything that we've booked at our growers and partners, and fortunately, we succeeded."
Increased sales
Fortunately, all the hard work paid off. Compared to last year, they saw increased sales of flowers - particularly tulips and Easter (yellow and purple colored) bouquets, which their team designs. The arrangements, which they also design, like plants in glass pots, did well too. "Probably due to the good weather, many could put the arrangements in the garden, patio or balcony", explains Astrom. All in all, he is pleased with the overall increase. "It is not as high as past years, but it is still an increase, which is very good during these times."
Online sales skyrocketed
Sales at the physical stores were higher - at some stores, sales even doubled compared to last year - but online sales skyrocketed. "Due to COVID-19, more people buy online. At first, I was hesitant if the flowers would go with this online flow as they are usually identified as impulse purchases, but fortunately they did. Online sales of flowers and bouquets were a lot higher compared to last year."
Most flowers from Swedish growers
Tulips and daffodils are typical Easter flowers, and most of them at the supermarkets of Axfood are supplied by Swedish growers. "Sweden is growing as a supplying country. Over the years, we buy from Swedish growers more and more. We still buy small amounts from the Netherlands, but as the supply from the Swedish growers increases and the euro becomes more expensive, more Swedish products will be in the shelves."
Next holiday: Mother's Day
The next big flower holiday for the supermarkets of Axfood will be Mother's Day, celebrated in Sweden the last Sunday in May. Also for this holiday Astrom hopes for higher sales than last year. "Last year, the sales were higher, particularly from the Fairtrade roses and mixed bouquets. "We see that the Swedish consumer is, just like us, more aware of the products they buy, where they come from and how they are produced."
For more information
Axfood
Henrik Astrom
+ 46 42 295408
Email: henrik.astrom@axfood.se
www.axfood.se