- Online shopping and social media will continue to play a major role in the future of how flowers are sold.
- Those with a coherent eCommerce strategy are sure to pull through, while those without one will suffer.
- Strong trends that continue to have a lasting impact are sales of indoor plants and succulents.
- Weaker companies will disappear while more financially stable ones will not only ride out this storm but expand.
Since the pandemic began borders have closed, business have shut, and harsh demands have been put on Australia’s economy. Covid has changed many industries across the globe, and until the world can settle back into a safe environment a lot is still unknown for the world of business. Despite the turmoil, there has been a silver lining of new knowledge regarding consumer behaviour emerging from the pandemic that is sure to have a significant impact on the florist industry.
No one in the florist industry could have predicted how consumers would have reacted to the need for flowers during the pandemic. The things we have learnt during Covid through consumer behaviour could change the way we look at our industry and its function.
Social media will continue to play a major role in the future.
From their behaviour during this time, it is obvious that online shopping and social media will continue to play a major role in the future of how flowers are sold. The importance of digital marketing has also never been more essential. With physical flower locations closed and buyers ordering online, those with a coherent and functional eCommerce strategy are sure to pull through this pandemic, while those without one will suffer.
The renewed boom in plants for the home is likely to persist long past this period.
But what are consumers buying? From our knowledge, strong trends that continue to have a lasting impact are sales of indoor plants and succulents. These low maintenance and sturdy plants give homeowners and apartment dwellers alike the chance to bring the calming presence of nature into their homes. The renewed boom in plants for the home is likely to persist long past this period.
What we can say for certain is that the fundamentals of the flower business will not change. Good growers will always have a market for their product. Great retailers who have served customers reliably and faithfully in the past will continue to serve those same customers. Consumers will continue to buy flowers for themselves and special occasions.
But just as in other industries, there absolutely will be a consolidation in the flower world. This has already been happening for many years, but current circumstances will only accelerate this trend in 2021. Weaker companies will disappear, while more financially stable ones will not only ride out this storm but also expand their market share. Unfortunately, there is no doubt that most of the new flower start-ups won’t survive this shakeout. There is no more easy funding, and negative cash flow is a death sentence for these new ventures in a downturn. The goal for many players for 2021 will be to just survive to fight another day. Owners will need to make the difficult choices that will keep their business afloat.
Amid all the upheaval, people need flowers now more than ever before.
Many of us do not work in the florist business because it is a path to quick wealth. It is a business we grew up in or one that we are passionate about. Our love of this business will not go away anytime soon. Amid all the upheaval, people need flowers now more than ever before. Maybe this is the long-overdue turning point for the florist industry, where people start to see flowers not just as special-occasion purchases, but rather as an essential part of everyday life. Luckily for us, there is hope on the horizon and I have faith that eventually we will beat this virus.
For all of our sakes, I hope that day is soon.