Online vs. offline: where customers prefer to buy bouquets in 2025

In recent years, the floristry market has changed radically. If previously the main sales channel was offline stores near home or in shopping centers, now online sales have become a full-fledged competitor to classic salons. By 2025, the buyer is no longer just choosing between "store and delivery", but is guided by convenience, speed and quality of service. Where do customers most often buy bouquets today - online or offline?

Let's look at the numbers, customer habits and new trends.

Growth of online sales

The online flower market in Russia has shown steady growth in recent years:

• According to industry research, online sales grew by 24% in 2024, and by 50% during the holiday months (March, February).
• More than half of flower buyers under 35 have ordered a bouquet through a website or app at least once.
• In the segment of large cities, online orders already account for up to 40% of all sales.

Reasons for popularity:

• convenience (place an order in 2 minutes in the app),
• same day delivery option,
• visual appeal (customers choose a bouquet with their eyes based on a photo),
• a wide range of products that are not always available at an offline store.

 Strengths of offline stores

Despite the growth of the online market, offline sales remain the main channel in most regions.

Why people still come in person:

1. The opportunity to “touch with your eyes” – to evaluate the freshness of the flowers, the aroma, the actual size of the bouquet;
2. Spontaneous purchases (“on the way home”);
3. Communication with a florist who will advise you on how to create a bouquet for a specific occasion;
4. Confidence that “here and now” I will get what I need, without the risk of error.

For small towns, offline stores still dominate, while in large cities, offline often becomes a supplement to online: customers see a bouquet on the Internet and come to pick it up in person.

 Customer Behavior: Who Chooses Online and Who Chooses Offline?

Young people (18–35) — more often online. This generation is used to placing an order in a couple of clicks: they order food, clothes, and tickets online, and flowers have become part of this list. They value speed, ease of payment, and the ability to choose a bouquet from beautiful photos without going to the store.

Middle-aged people (35–50 years old) are a mixed bag. They grew up in the era of offline shopping, but have actively mastered online shopping. They most often order online if they need a gift with delivery, especially to another city or “urgent”. But for themselves or their loved ones, they like to visit a store, talk to a florist and choose a bouquet in person.

Generation 50+ — mostly offline. Live contact is important to them: to see flowers, touch them, smell the aroma. Many still distrust delivery and online services, although some of the audience is already trying to place orders through websites, especially if there is an option to pay upon receipt.

Corporate clients are almost always online. It is convenient: you can place dozens of orders at once, get documents for accounting and be sure of the deadlines. For companies, the emotion factor fades into the background - transparency and efficiency are important.

Prices and receipt

Interestingly, the average bill in online stores is higher:

• an online order with delivery is on average 3500–4000 ₽,
• an offline purchase “on the way” is 1500–2500 ₽.

The reason is simple: online is more often used for gifts and special occasions, while offline is used for “small bouquets without a reason.”

 Geography

Moscow and St. Petersburg — here online and offline are almost equal, but every year a trend in favor of online shopping is noticeable. In megacities, time is valued, and the convenience of delivery "in an hour" is becoming a decisive factor. At the same time, the premium segment and "special" purchases (weddings, celebrations) are still often made in offline stores.

Cities with a population of over a million — the online segment is growing steadily, but offline still retains its leadership. The habit of “going to the store near your home” is strong here, especially when it comes to inexpensive everyday bouquets. Online is more often chosen for gifts at a distance or corporate orders, when speed and scale are important.

Small towns and villages — offline with virtually no competition. Online delivery is often limited or more expensive than the bouquet itself, so most customers continue to buy flowers directly from shops and kiosks. In addition, trust plays a role here: customers prefer “their florist,” whom they know personally.

 Trends for the Future

• Subscriptions for bouquets (weekly delivery) are becoming a driver of online sales.
• Marketplaces (Ozon, Wildberries, Yandex Market) are starting to actively compete with local flower sites.
• Mixed experience: online order + pick-up at an offline point.
• Smart display cases and offline “click and collect” service will help retain some customers.

 Conclusion

Our research shows that online channels will become increasingly popular in 2025, especially in large cities where customers value speed and convenience. However, offline stores remain the key element of the market – this is where customers are looking for emotions, atmosphere and a personal approach.

Thus, there is no universal answer to the question “online or offline”: each format has its own audience and its own strengths. The winners are those florist businesses that can combine different channels, offer flexibility to the client and guarantee quality regardless of the method of purchase.

In the coming years, the success of the flower business will depend on the ability to work in an omnichannel model: combining a store, delivery, online sales and social networks into a single ecosystem, where the client receives the same high level of service in any format.

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