Members of the Association of the German Flower Wholesale and Import Trade Share Insights
Valentine’s Day sales among members of the Association of the German Flower Wholesale and Import Trade remained stable, with most wholesalers experiencing sales at similar levels but noting a slight decrease in volume. A survey conducted among these members revealed that sales for Valentine’s Day were estimated to be up or down by approximately 5 percent compared to the previous year, a result that was generally well-received given concerns about consumer restraint in various markets.
The survey participants expressed overall satisfaction with the outcomes, considering the prevailing mood of consumer caution in several consumer goods sectors. Despite Valentine’s Day closely following carnival days, which impacted preparations, there was no discernible hangover mood on Ash Wednesday. Wholesalers attributed successful sales to favorable weather conditions, with frost-free and mild weather positively influencing consumer behavior.
While there were some price fluctuations, particularly with red roses reaching high prices at auctions for a brief period, most wholesalers had made pre-orders to mitigate potential challenges. Overall, price levels were considered moderate for Valentine’s Day standards, with roses continuing to dominate as the top product. Tulips experienced a 30% price increase compared to the previous year, leading to lower sales. Classic red roses remained in high demand, while other popular products included Eustomas, Daffodils, and Santinis. Orchids were well-received by pot plant wholesalers, although this impacted purchase prices.
Some wholesalers noted the challenge of a somewhat pessimistic mood among florists in the lead-up to Valentine’s Day. Despite consumer willingness to spend more on flowers, there was a perception of negativity. However, the overall mood among wholesalers was positive, viewing Valentine’s Day as an opportunity to convey a positive atmosphere to the outside world.
Wholesalers anticipate Valentine’s Day to remain a strong flower day, although expectations are slightly lower in the eastern federal states. The next significant sales day on the horizon is Women’s Day on March 8, which is gaining popularity nationwide. While some wholesalers observed increased promotional offers in the food retail sector, they remain confident about spring business, expressing the hope for the return of spring-like temperatures.