2024 Valentines Survey results - British Florist Association

2024 Valentines Survey results

Thank you to everyone who took part in the industry survey. It’s so important that your industry association can give an independent view of whats happening at one of our most important peaks.

Happy reading!

ANSWER CHOICESRESPONSES
Retail / Studio florist 96.47%
Event Florist2.35%
Contract/ Freelancer Florist0.00%
Event Planner0.00%
Education facility0.00%
Wholesaler1.18%
Postal Flowers0.00%
ANSWER CHOICESRESPONSES
Scotland7.06%
Wales3.53%
England88.24%
Northern Ireland1.18%
Ireland 0.00
ANSWER CHOICESRESPONSES
under 1 year2.35%
1-2 years 4.71%
2 – 5 years 17.65%
5 – 10 years 14.12%
10 years plus 61.18%
did you sell more or less red roses
ANSWER CHOICESRESPONSES
Increased on last year26.19%
Same as last year34.52%
Less than last year34.52%
I avoided roses and chose other flowers 1.19%
I stopped buying red roses 3.57%
ANSWER CHOICESRESPONSES
Less than 50065.06%
Between 500 and 100019.28%
Between 1000 and 15004.82%
Between 1500 and 20004.82%
More than 20006.02%
ANSWER CHOICESRESPONSES
80p or less 0.00%
80p – 99p2.38%
£1.00 – £1.9972.62%
£2.00 – £2.9919.05%
£2.50 – £3.992.38%
£3.00 – £4.990.00%
£4.00 – £5.990.00%
£ 6.00 plus0.00%
Other (please specify)3.57%
I didn’t buy them, I bought pink
what price was a typical 60 cm red rose
ANSWER CHOICESRESPONSES
£1.00 – £1.190.00%
£1.20 – £1.490.00%
£1.50 – £1.990.00%
£2.00 – £2.491.19%
£2.50 – £2.991.19%
£3.00 – £3.9921.43%
£4.00 – £4.9932.14%
£5.00 – £5.9928.57%
£6.00 plus 11.90%
Not applicable 2.38%
what was the most popular this valentines
ANSWER CHOICESRESPONSES
Red Naomi rose 38.82%
Red Explorer16.47%
Red Freedom Rose 38.82%
Black Bacccara0.00%
Red Rhodes1.18%
Red Madame Red0.00%
Pink rose 15.29%
White rose14.12%
Mixed rose 5.88%
Mixed flowers 41.18%
Other (please specify)5.88%
Ranunculus & Tulips, Tulips & other mixed colour roses. Trying to move away from red, Cymbidium orchid,

Red Rhodos, Pink Mondial & Peachy Kahala and spring flowers.

did you pre order your flowers
ANSWER CHOICESRESPONSES
Yes I did pre-order36.47%
No I didn’t pre-order21.18%
I pre-ordered the majority of my buying list30.59%
I took a chance and bought last minute 5.88%
Other (please specify)5.88%
Other responses were;
  • Only pre ordered.
  • Had everything pre ordered.
where were your roses grown
ANSWER CHOICESRESPONSES
Holland21.18%
Kenya2.35%
Colombia 18.82%
Ecuador 18.82%
Mixture of Dutch & South American Countries17.65%
Mixture of South American Countries4.71%
Don’t know.11.76%
Other (please specify)4.71%
And Italy
which sold forst red roses or mixed bouquets
ANSWER CHOICESRESPONSES
Red Roses44.71%
Mixed Bouquets45.88%
Neither9.41%
How many online orders
ANSWER CHOICESRESPONSES
We had more online orders than last Valentines29.76%
We had the same amount of online orders19.05%
We had less orders online than last Valentines30.95%
Don’t have an ecommerce website20.24%
how did the number of delivereies compare with those in Valnetines 2023
ANSWER CHOICESRESPONSES
We had more deliveries than last Valentines40.96%
We had the same amount of deliveries20.48%
We had less deliveries than last Valentines33.73%
We had more click and collect orders than 20238.43%
We had more walk in customers than last year.6.02%
how satisfied were you
12345WEIGHTED AVERAGE
15.48%21.43%33.33%17.86%11.90%2.89%
What have found the most testing during Valentines
ANSWER CHOICESRESPONSES
Red rose costs39.76%
Flower and plant costs 46.99%
Estimating sales for buying purposes66.27%
Staff sickness 2.41%
Utilities / overheads costs15.66%
Flower and plant deliveries4.82%
Availability of sundries 4.82%
Website issues 2.41%
Other comments were;
  • Last minute customers expecting priority service
  • Supermakets etc with huge TV budgets
  • Finding trained florists available to help for a few days
  • Local wholesalers cut off and delivery days
  • As usual , the disorganised customer
  • Last minute customers expecting priority service
was your business able to get the materials in January and February
ANSWER CHOICERESPONSES
Yes, the business was able to get the materials, goods or services it needed87.95%
Yes, but the business had to change suppliers or find alternative solutions13.25%
No, the business was not able to get the materials, goods or services needed1.00%

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