DESPITE much uncertainty in retail right now, the future looks bright for online florists who can keep up with consumers demands, as new research has found the younger generations are spearheading a revival in the practice of sending flowers.
A study carried out by SerenataFlowers.com as part of the Business of Flowers report, found those aged 25-34 are more likely than any other age group to send flowers (81%) as gifts for others.
In comparison, their often more financially comfortable elders aged 45-54+ are in fact the age groups least likely to do this.
The research surveyed 1,000 UK consumers of all ages, but most tellingly surveyed millennials, also known as generation Y, and generation Z in order to help to paint a picture of the online floristry market in the years to come, and revealed good news for those in the online flowers business.
Almost half (47%) of those aged 18-24 said they buy flowers online – a stark contrast to those 55+ – this suggests that as generation Z matures into adulthood, the market for online florists should grow too.
The convenience of the model appears to be driving the trend.
The study looked specifically at the demands of this consumer group, and found almost 1 in 2 (46%) claim the convenience of giving flowers as a gift as the main reason for purchasing them.
Generation Z also cite value for money (41%) as an important factor when choosing where to buy flowers.
Online florists trying to tap into this market will have to keep standards high, as this age group is more likely than any other generation to express their dissatisfaction with having received sub-standard flowers (35%).
Martin Johannsson, managing director at SerenataFlowers.com, comments: “In order to beat the competition to win this emerging customer group, online flower businesses must consider their unique demands and adapt to meet them.
“We are talking about a generation which has grown up as Uber and Deliveroo have emerged, so it’s understandable that convenience is so high on their list of priorities when making any purchasing decision – they are used to this quick service at their fingertips.
“This need for convenience is easily met by online direct to consumer florists, as this type of business model is able to satisfy last minute gifting requirements while ensuring top quality fresh flowers.
SerenataFlowers.com is an independent online florist which delivers flowers across the UK. To find out more about Serenata Flowers, please visit www.serenataflowers.com
