BloomNation, a company that has been serving the florist community since 2011 in the United States, recently published its Florists' Trends Report for 2024, in which they gathered the major floral trends. They drew inspiration from their leading BloomNation florists, many of whom are featured on the pages of the publication.
What did they find? "We found compelling parallels between their design direction and shifts within broader industries that are shaping floral trends. From the Pantone® 2024 fashion color trends that tell stories of lightness, hope, and optimism to interior design
trends that call for monochromatic elegance, to feathery touches straight off Vogue's runways to the global focus on sustainability and the growing care for our planet. These global trends are beautifully woven into emerging daily arrangements as well as weddings and events creations", says Sonia Maslovskaya, Head of Marketing at BloomNation.
The Trend Report includes four color trends in floral design and four wedding trends, but also topics like social media trends, the importance of sustainability, and workshop experiences are highlighted.
The top 10 blooms they mention are
- Polar Bear - a new Gypsophila variety
- Ornamental kale
- Garden roses
The Floral state of the industry is also highlighted. They sat down with Kate Penn, the Society of American Florists CEO, and Farbod Shoraka, CEO of BloomNation, for a candid conversation about the floral industry's current state. In short, it is mentioned that the total spending on floral products continues to rise, showing a 13% increase through 2023. E-commerce has seen significant growth and is accounting for 22% of retail sales, up from 14% in 2019.
According to florists experiencing growth, their recipe for success includes:
Strategies for Growth
- Increased focus on Search Engine Optimization and digital advertisement
- Social media marketing
- Enhanced customer service quality
The focus on increasing customer service is huge. Consumer trends show a strong preference for immediate gratification, with a willingness to pay more for same-day delivery.
So, what is BloomNation? They provide florists with a website optimized for search engines, a Point of Sale, email and SMS marketing, and recently, a video platform where they can learn business tips and design ideas from other florists in the community. They also launched their international expansion this past year, starting with Canada, where they will be providing Canadian florists with the same tools and automation to reach more people and grow their business.
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