How flower demand is changing: seasonality vs. new buying habits

The flower market worldwide has always operated according to the calendar. For most florist companies, holidays were the main sales drivers: February 14 and March 8 brought in up to 40% of annual revenue, summer was considered "wedding season," and December was the time for holiday arrangements and New Year's decor.

However, in recent years, this traditional model has been changing. Seasonality is no longer the sole driver of demand. More and more customers are buying flowers "off the calendar"—for themselves, for their interiors, and for friends and family without a special occasion. New habits, digital services, and lifestyle changes are influencing the market.

Classic seasonality: traditional basis

Despite new trends, seasonality still plays an important role.

• February and march. The holidays of February 14th and March 8th remain record-breaking for sales. According to industry research, flower business turnover during these dates can increase three to five times compared to other days.
• May–september. Wedding season, graduations, and corporate events. Arrangements, hall decorations, and bridal bouquets are especially in demand.
• December. Holiday decor and coniferous arrangements become the main source of income for many workshops.

Seasonality remains critical for small businesses. In many cities, peak months help offset losses during the off-season.

 

New shopping habits

Shopping patterns have changed. Flowers are no longer a one-time gift but have become an integral part of everyday life.

1. Flowers for yourself. Customers are increasingly ordering bouquets for their home, office, and photo shoots. This creates a steady flow of orders outside of the calendar.
2. Flower subscriptions. Weekly or monthly deliveries are creating a new consumption model. It's convenient for the customer, and stable for the florist.
3. Emotional occasions. Flowers are increasingly being given "to support," "to say thank you," or "to lift someone's spirits." These are spontaneous purchases that were previously almost nonexistent.
4. Interior floristry. Arrangements and plants have become part of the space's design. In large cities, this is one of the main growth drivers.
5. Micro-occasions. A colleague's birthday, a successful deal, or the completion of a project—all these are new reasons to order a bouquet.

 

Generations and their role in transformation

• Young people (18-35 years old). They grew up with online shopping and delivery services. For them, buying flowers is as natural as buying food or clothing. Speed, visual appeal, and emotional appeal are key. Mini-bouquets, subscriptions, and unusual arrangements from TikTok and Instagram are popular.
• Middle-aged generation (35-50 years old). They maintain a balance: they actively celebrate seasonal holidays, but are increasingly buying flowers "for themselves" and signing up for subscriptions. This is the audience that most often uses corporate orders.
• 50+. For them, seasonality remains the main factor. They prefer offline purchases, trust "their own florist," and use delivery less often. But even here, there is a noticeable increase in interest in online services, especially those with payment upon delivery.

Regional differences

• Moscow and St. Petersburg. Here, seasonality is gradually losing its hold: up to 30–40% of orders are for "no-occasion" purchases. Subscriptions and interior floristry are especially popular.
• Cities with over a million residents. Seasonality remains strong, but new habits are steadily growing. Online orders are becoming the norm, and corporate clients are increasingly making regular purchases.
• Medium and small cities. Here, seasonality still dominates. Subscriptions and interior floristry are underdeveloped, and offline convenience stores still hold the market. However, social media is gradually changing habits: young people are copying trends from large cities.

Facts and figures

• In large cities, up to 30% of orders are for "no-occasion" purchases.
• The subscription segment is growing by 15-20% annually.
• The average "holiday order" is higher—$40-55—but "everyday purchases" are more regular ($18-24).
• According to marketplace data, demand for interior arrangements and potted plants has increased in the past two years.

Forecasts for the future

 

• Seasonality will remain, but will become only one factor in demand.
• Subscriptions will become standard. In 3-5 years, almost every company will have a regular delivery service.
• Emotional marketing will intensify. "Give flowers just because" is a key message for new generations.
• Focus on interior design. Flowers will be perceived not only as a gift but also as a lifestyle element.
• Omnichannel growth. Successful companies will be those that handle both holiday peaks and regular orders equally well.

 

Conclusion

Floristry is undergoing a major transition: the market is no longer purely seasonal. New habits are creating a constant flow of orders, making businesses less dependent on the calendar.

The companies that win are those that don't wait until March 8th or February 14th, but learn to offer flowers every day—as an emotion, as an atmosphere, as part of a lifestyle.