With Mother's Day just around the corner, it is absolutely peak season at Royal FloraHolland, with 154 million flowers already sold that week. At the international platform for flowers and plants, it is all hands on deck to manage the large flows of fresh produce efficiently and effectively. Against the backdrop of this colourful hustle and bustle, the affordability of flowers in the Netherlands is under threat. Due to the government's proposed VAT increase, flowers and plants could become significantly more expensive in the future. The consequences of higher VAT for consumers and the floriculture sector could be considerable.
Flowers are of great significance; they bring joy, offer comfort and provide warmth and colour. Research shows that after receiving flowers, people feel happier, less stressed and more connected to others. A bouquet of flowers is therefore traditionally a popular Mother's Day gift, both in the Netherlands and abroad. This is also evident that year from Royal FloraHolland's sales figures released that week.
In the run-up to Mother's Day 2026, 154 million flowers and around 26 million indoor and garden plants had been traded by Wednesday. Sales from Thursday and Friday were yet to be added to that total. When it comes to flowers, pink and white are the favourite colours for Mother's Day gifts. With 44 million sold, the rose is by far the most popular flower. The top 5 most popular flowers for Mother's Day are: 1. Rose, 2. Chrysanthemum (bouquet) 3. Barberton daisy 4. Tulip 5. Peony. The top 5 most popular plants at that time are: 1. Rose (potted) 2. Vanda (variety of orchid) 3. Kalanchoe (succulent) 4. Pelargonium (a variety of geranium) 5. Lavandula (lavender). Sales of potted roses and lavender had seen the sharpest rise compared to the previous year, up by over 17% in both cases.
© Royal FloraHolland
Demand for flowers remains high, but the planned VAT increase from 9% to 21% will soon make them more expensive for consumers. For Royal FloraHolland and the Dutch floriculture sector, the VAT increase comes at an extremely critical moment. The sector is already creaking under the pressure of high energy, water and investment costs for sustainability, combined with logistical and transport challenges caused by geopolitical developments. A stable business climate is essential, particularly at such a time. A fall in demand caused by further price rises due to a higher VAT rate could mean the difference for many growers between investing in innovation and sustainability or not, and in some cases, even the survival of businesses in the sector will be at stake. The proposed VAT increase also threatens to weaken the Netherlands' leading international position as a country of flowers and plants, and given its role as a model, there is a real chance that other countries will follow suit.
"Flowers remain the ultimate symbol of connection, and Mother's Day is the perfect occasion to convey love and appreciation through a colourful bouquet. That year too, millions of mothers worldwide will be celebrated with flowers. But if the tradition is to be preserved whilst also ensuring future viability, it is essential that the Dutch sector – which is recognised globally as a leader in innovation and has made significant strides in sustainability – continues to do so. The proposed VAT increase puts precisely those investments under pressure. That makes this measure all the more bitter. Royal FloraHolland, together with the sector, will do everything possible to convince the government that this proposal must be scrapped. It is also difficult to reconcile with the plan to make the Netherlands greener. And buying a bunch of flowers or a plant simply must remain affordable for everyone," says David van Mechelen, Acting CEO of Royal FloraHolland.
