The florist industry around the world is being pressurized by supermarkets and online retailers selling flowers. I am speaking at the Interflora conference in October and am aware of the concerns of the industry. We need to create experiences where the consumer can buy into the idea of visiting a florist.
In Czech, they have Kissing Day on May 1 when men are expected to buy flowers for their partner and give them a kiss. In the UK, national Kissing Day is 24th June and International Kissing Day is July 6th in 2017.
Ladies Day was an event I discovered in Russia. This is celebrated on the 8th March and again is day when florists are bust selling flowers. We need to create experiences for consumers that are led by florists. Relying on traditional events such as Valentine’s Day will not grow the market.