Written by
Yvonne Marquenie
Buying a bunch of flowers is easy. Choosing the right bouquet for someone else is a different matter altogether. How do you use flowers to say what you mean? Is this bouquet too extravagant? Or perhaps too understated? Which colours suit the occasion? And how do you actually know you're making the right choice?
Our latest consumer research shows that at least half of all flowers bought are bought for someone else. A birthday, a thank-you, a word of encouragement, or simply a small gesture. But anyone who thinks consumers are mainly focused on the flowers themselves is mistaken. In almost two-thirds of the stories people told us, it ultimately came down to something else entirely: showing love, cheering someone up, offering support, or expressing appreciation.
That's precisely why choosing a bouquet is sometimes trickier than it seems. In the interviews, we regularly heard: "I didn't really know what to choose, but the florist helped me." Not because people lack taste themselves, but because they want to be certain their gesture comes across the right way.
Perhaps that also explains why the florist continues to play such an important role. Whether it's a birthday, a thank-you, or a special occasion, consumers turn to the florist for around half of these moments. And that choice is rewarded. As many as 94% of consumers are satisfied with their purchase from the florist, and more than half (52%) are even very satisfied. That's naturally down to the quality of the flowers, but likely just as much to the advice, the thoughtfulness, and the care that goes into putting a bouquet together.
Perhaps that's also why a florist's first question matters so much: "Who are the flowers for?"
In our sector, we often talk about range, price, and vase life. All important. But this research also reveals something else. For many consumers, flowers are a way of saying something without words. And that may well be precisely where the florist's strength lies: not just helping choose a beautiful bouquet, but giving the right shape to a feeling.
Insights from our quantitative and qualitative Customer Journey research (2026), conducted in the Netherlands, the United Kingdom, France and Germany (n=3,000 per country) – DVJ Insights
