Pricing during the summer period has demonstrated a positive trajectory in recent years, attributed to an escalating demand for variety in floral products. This upward trend is further buoyed by the moderate summer climate witnessed in the Netherlands this year, in conjunction with Eastern Europe’s customary first day of school flower tradition. In this article, we delve into the impending autumn season and the sought-after products that are poised to flourish during this transitional period.
Tradition of the First School Day
In Eastern Europe, the 1st of September marks the commencement of the school year and holds a unique distinction as a day deeply intertwined with the floral industry. Unlike the Netherlands, where this custom is less pronounced, Eastern European children traditionally gift flowers to their teachers on this momentous day. As a result, September 1st stands as a pivotal juncture for the flower sector. White and yellow chrysanthemums, as well as cut hydrangeas, notably witness heightened demand during this time. Moreover, an uptick in flowering plants within compact pot sizes has been observed. This prompts the question – why not extend this touching tradition to honor and appreciate educators in Western Europe as well, through the gesture of gifting flowers or plants?
Positive Pricing Patterns
In recent weeks, the floral market has enjoyed favorable pricing dynamics, a phenomenon partially attributed to this significant school-related tradition. Concurrently, the relatively cooler temperatures have provided a supportive backdrop. Both flowers and plants have experienced robust demand, and unlike instances during scorching summer periods of the past, prices have not exhibited the same drastic drops. Notably, the average price of cut flower hydrangeas, which had plummeted significantly during past heatwaves, has avoided such pitfalls in recent times. This year’s stability is certainly welcomed.
Diverse Demand Spurs Pricing Improvements
A key factor contributing to the broader summer pricing enhancement could be the mounting appetite for product diversity. The Dutch summer interval corresponds with a period when Royal FloraHolland’s marketplace showcases its most extensive range. The rich array of indoor and outdoor flowers and plants, coupled with niche and exclusive summertime offerings, caters to a wide spectrum of preferences. Buyers and florists adeptly capitalize on these trends to align with consumer inclinations. This global shift towards diversity has been steadily gathering momentum for several years, resonating significantly with growers.
Equilibrium between Supply and Demand
Recent weeks have witnessed a decrease in the volume of flowers presented on the auction clocks, a phenomenon attributed to the less-than-intense weather conditions. While certain products encountered challenges due to wetness and wind, most growers managed to uphold the quality of their botanical offerings. Overall, this scenario bolstered quality and subsequently, prices. Furthermore, the amiable weather conditions facilitated a conducive atmosphere for buyers to engage in transactions. This harmonious interplay of supply and demand characterized the market’s equilibrium in the recent past.
Anticipating Autumn’s Arrival
Experience dictates that the cessation of the summer holiday period often heralds a resurgence in demand. As the transition to autumn unfolds, the floral landscape is gradually adorned with the debut of autumnal products such as Symphoricarpus, Viburnum, rose hips, and ornamental fruit. These early arrivals have been met with appreciation. Correspondingly, the demand for autumn-specific plants is showing a positive trend. Hebe, pot chrysanthemums, Capsicum, and Calluna, representing typical specimens for this season, are witnessing significant demand, commanding favorable prices. With autumn hues and products expected to gain further traction, the impending weeks augur an uptick in both floral and botanical offerings across the spectrum of autumnal shades – encompassing orange, red, brown, purple, and other rich tones.