Tesco has reported a surprising surge in sales of premium bouquets, with demand for flowers bouncing back after a decline during the COVID-19 lockdowns. The supermarket giant revealed that sales of flowers have increased by nearly 25% in the last six months, with a notable rise in the popularity of its top-of-the-range Finest bouquets. This uptick in sales equates to around half a million more bouquets being purchased between April and now compared to the same period last year.
MM Flowers, Tesco’s primary supplier based in Alconbury, Cambridgeshire, has also experienced a rise in demand for premium bouquets. Over the past 13 weeks, the company has seen a volume growth of more than 10%, translating to an increase in orders of over five million bouquets annually. The latest data from MM Flowers indicates that consumers are now spending more on flowers than they have in the past two years.
Ryan Daley, the flower buyer at Tesco, expressed delight at the surge in sales, attributing it to a revival in romantic gestures as people shower their loved ones with beautiful blooms. He noted that flower-giving had waned during the lockdown period but has since made a strong comeback. Nikki Rider, the group product and marketing director at MM Flowers, echoed these sentiments, stating her joy at seeing people appreciate the value that flowers bring to homes and the lives of their loved ones.
The top five most popular Finest range bouquets at Tesco in the last six months include the Fleur Bouquet, Antiqua, Rose and Lily Bouquet, Florence Bouquet, and Ray Of Sunshine. These bouquets feature a mix of premium roses, chrysanthemums, lilies, and other blooms in various vibrant colours and textures.
The resurgence in flower sales signals a heartening return to thoughtful and meaningful gifting practices as consumers make up for lost time by indulging in high-quality floral arrangements for their family and friends. The trend reflects a renewed appreciation for the beauty and joy that flowers bring, adding a touch of elegance and sentiment to everyday life.
As the demand for premium bouquets continues to grow, Tesco and its suppliers are optimistic about the enduring appeal of flowers as a timeless gesture of love, appreciation, and celebration.