Flower groceries at Polish supermarkets on Valentine’s Day

Yesterday, Valentine's Day was celebrated in many countries all over the world. Also in Poland and also here, it is an important holiday for the flower industry. "After Women's Day (March 8) and Mother's Day, it is the most important floral holiday", says Bohdan Tustanivskyi of Profiflora, who visited several supermarkets in Poland on February 14. "For the Polish consumer, the supermarket is an important outlet to buy their Valentine's Day flowers and when comparing this year to 2021, he notices lower volumes and higher prices."

Bohdan Tustanivskyi

Cheap prices in the high season
According to Tustanivskyi a lot of people buy their flowers in the supermarket. "In contrast to the wholesale market, suppliers to supermarkets should deliver big volume of flowers for standard low prices on holidays, just like in normal weeks. That's why a lot of people wait for the retail shelve offer as they can buy flowers at a cheap price in the high season."

Buying flowers only 
Consumers even go to the supermarket to only buy flowers on Valentine's Day. "We have seen that they even come at 7:00 in the morning to buy only flowers." For Retail marketing departments it's a good chance to announce through radio and social media cheap flowers and attract attention of potential consumers, he continues. "For example tulips this year for 7 stems bunch is from 7,99 zł till 8,99 zł (1,77 - 1,99 euro)."

No deep floristic bouquets
"It is still hard to find deep floristic bouquets. The main reason is the expensive logistics." On the flower shelves, mostly tulips and roses are on display, he says. "The majority of the tulips are supplied by Polish growers and the majority of the roses (35, 40 and 50cm) originate from Africa.

Lower volumes higher prices
Even though flowers are cheaper at supermarkets, prices were about 10 percent higher compared to last year, he explains. Also, volumes were lower. "This year, we can say that supermarkets were very careful with orders and didn't took big risks with large orders. Last year, in 2021, we observed bigger volumes of flowers on supermarkets shelves. The reason is not very clear, it may be the pandemic, or maybe the expectations of inflation?

For more information:
Profiflora sp. z. o. o.
Bohdan Tustanivskyi
+48 512 634 439
Email: office@profiflora.pl  

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