astels, creams and pinks are all the rage at the moment, with Mothers’ Day orders coming in thick and fast. Pink roses, pink Alstroemeria and cerise carnations have been some of the most coveted flowers, and alongside some more unusual lilac offerings, have been some of the in-demand products ahead of the big day.
“Pastels pinks, lilacs and soft greens are the main colour themes with cerise and blue added as an accent of colour,” says Finlays’ group technical director Chris Gilbert-Wood. “Spring flowers are also a popular alternative, giving vibrancy and scent to the floral offer within the high street retailers and florists.
“Attention to detail and making sure all goes to plan is the name of the game. Mothers’ Day is a time for tradition - roses and lilies as ever are always the favourite, however with imported flowers from Colombia becoming more accessible, hydrangea and large-headed roses are becoming firm favourites with city florists.”
On the money
One of the most important factors around Mothers’ Day for the consumer-facing flower delivery service iFlorist is to have a wide range of appealing flowers at all price points.
“At iFlorist, we believe very strongly that everyone should be able to send flowers, and that it shouldn’t be a treat just for those with very deep pockets,” says operations manager Darren Foster.
The main bouquet themes at iFlorist are created in response to customer demand, with cream and white flowers being more popular around Mothers’ Day, inspiring a wide selection of cream and white designs - from traditional classics to modern styles - for the occasion.
A busy time of year
Valentine’s Day and Mothers’ Day are two fixed, yearly events that give the cut-flower sector a real boost, but availability can be an issue with so many other flower occasions around the world - such as International Women’s Day and Ohigan in Japan - becoming more popular.
“Mothers’ Day does not have a fixed annual date, but it would be really helpful if it did,” says Adam Porges, chair of the Flower Imports Trade Association (FITA). “Growers could potentially commit to a growing pattern. As it is now, it is very difficult to get large volumes of product. Also, not being so close to Valentine’s would be excellent. It would be great if it was mid-April, for example. It does give the trade a boost, but neither occasions are as big as they once were.”
But for some Mothers’ Day trade is still everything and a guarantee that flowers are going to be purchased.
“Mothers’ Day is the biggest sales event of the year for iFlorist, even though we operate globally,” says Foster. “iFlorist business continues to show such strong growth that this year we have placed our biggest pre-order of flowers for Mothers’ Day. We haven’t seen any unexpected issues with price or availability arise so far.
“Unlike on Valentine’s Day, when most customers order one bouquet, our Mothers’ Day customers order three or four bouquets for perhaps a grandmother, for a mother-in-law, and sometimes for themselves on behalf of their children.” -
