Mini-bouquets and “to go” bouquets: a new format for spontaneous purchases

The floristic market is changing along with the habits of buyers. If earlier most clients came for “full-fledged” bouquets for holidays and celebrations, today mini-bouquets and “to go” bouquets are gaining more and more popularity.

Mini-bouquets and “to go” bouquets often overlap, but there is still a difference between them. Mini-bouquets are compact and inexpensive compositions that are chosen for small gifts or as a token of attention for no reason. And “to go” bouquets are ready-made solutions that the client can take immediately, without wasting time waiting for assembly. In practice, these formats are often combined: it is mini-bouquets that are most convenient to offer in the “to go” format.

According to Yandex.Market, in 2024 the share of orders for small bouquets (up to 1,000 ₽) increased by 27% compared to the previous year. This confirms the trend: people increasingly buy flowers spontaneously, without a reason - to please themselves or loved ones.

Why the "mini-format" is gaining popularity

1. Affordable price. Mini-bouquets are inexpensive, which makes them attractive for everyday purchases. This format works well in the “little joys” segment, where the client can afford a spontaneous purchase without much thought.
2. Convenience. “To go” bouquets are always ready. The client does not need to wait for the arrangement to be assembled, he takes the composition in 2 minutes and goes on his way.
3. New consumer style. Modern buyers value the emotions of “here and now”. A small bouquet is a quick way to give joy, even if there is no reason.
4. Window marketing. Bright mini-compositions attract the attention of passers-by and stimulate impulse purchases. Often a person comes in “just to look” and leaves with a bouquet for 500–700 ₽.

Who does this work best for?

City studios and kiosks near the metro.

Spontaneous traffic is the main driver of mini-bouquet sales. People are in a hurry to get home or to a meeting, and they don’t have time to wait for the arrangement. Compact compositions, displayed in a prominent place, “work great for the showcase”. This is especially noticeable near metro stations and in shopping centers, where the flow of people is huge.

Cafes and pastry shops in partnership with florists.

Here flowers become part of a "little pleasure". A cup of coffee, dessert and a mini-bouquet as a gift is an ideal combination for a romantic meeting or just a nice gesture. This format sells well through cross-marketing and creates an association with care and attention.

Online stores.

In online orders, mini-bouquets often act as an additional item - a "nice bonus" to the main gift. A client, buying a large bouquet or arrangement, willingly adds a mini-bouquet to the order for 500-700 ₽ to give to a colleague or friend. This increases the average bill without a serious increase in costs for the florist.

Corporate clients.

Compact bouquets are increasingly ordered by companies for employees or partners - as small but regular signs of attention. This format is beneficial for business: it looks stylish, is inexpensive and can be used for congratulations "in large quantities."

What is important for florists to consider

Assortment.

Mini-bouquets should not be of the same type. Some are looking for a light "field" bouquet to set the mood, while others are looking for a stylish, monochromatic solution in the spirit of minimalism. The line works well: "bouquet up to 500 ₽", "bouquet up to 700 ₽", "bouquet up to 1,000 ₽" - it is easier for the client to choose. Diversity helps to attract different audiences, from students to office workers.

Visual perception.

The customer buys with their eyes. A mini-bouquet should look like it is “small but complete,” not a cut-down version of a large one. The flowers should be fresh, harmoniously combined, and create a feeling of a complete composition. Even if it is only 3-5 stems, they should look like a well-thought-out product.

Packaging and branding.

Packaging plays a key role. Craft paper, satin ribbons, a sticker with a logo or a small branded bag make the purchase more valuable. It is important to remember: many customers buy such bouquets as gifts, and the packaging should immediately “raise the level” of even the most modest composition.

Location and display.

Mini-bouquets are best sold "in plain sight": at the checkout, in the window, or right on the street at the entrance. Their task is to attract the attention of a passerby who was not planning to buy, but saw and wanted to take it.

Conclusion

Mini-bouquets and “to go” bouquets are not just a trend, but a new sales format that works great on impulse purchases. For clients, this is an opportunity to give emotions every day, for florists, a chance to increase revenue due to a large volume of fast and affordable orders.

Those studios that are already implementing this format note an increase in spontaneous purchases and an expansion of the customer base. In the coming years, the “mini-format” may become as familiar as a cup of coffee to go.

Your experience matters! Take a short survey and see what answers other flower business representatives gave. Take part