How People Spent Money On Flowers in 2024

Introduction

In 2024, Australia’s floral retail sector navigated a challenging economic climate even as key seasonal events drove significant spikes in flower sales. This report by Lily's Florist analyses consumer spending on flowers across major occasions, examines demographic segment behaviour, highlights regional patterns, evaluates economic influences, and compares online versus in-store sales dynamics. The goal is to provide a data-driven overview of how Australians bought flowers in 2024 and how those habits shifted from previous years.

Key Takeaways

Major Occasions and Events

Valentine's Day 2024 (Feb 14)

This remained one of the biggest flower-giving occasions, though spending softened compared to 2023. Australians were forecast to spend about $465 million on Valentine's gifts, down 4% year-on-year. Around 3.4 million people planned to buy Valentine's presents (700,000 fewer than the prior year), reflecting belt-tightening amid cost-of-living pressures. Notably, those who did celebrate spent more per person ($135 on average, up from $118), offsetting some of the decline in participation. Flowers remained the top Valentine's gift choice, cited by 48% of gift-buyers – a sentimental essential that people could scale to their budget. Younger adults pared back their Valentine spending the most in 2024, but overall the day still delivered a significant boost to florists (especially in urban centres where many couples indulged in traditional rose bouquets).

Mother's Day 2024 (May 12)

Mother's Day was the largest floral occasion of the year, with Australians set to spend about $995 million on gifts for Mum – a 7.5% increase from 2023. This growth came despite 400,000 fewer gift-buyers, as many families felt financial pressures. Higher prices and willingness to spoil Mum meant a higher spend per giver (around $102, up from $92), driving total sales near the $1 billion mark. Flowers topped the gift list – mentioned by 41% of shoppers (up sharply from at 27% the year prior) – overtaking alcohol/food and experience gifts. Florists benefited immensely from this "cash splash," as Australians gravitated toward bouquets as a heartfelt, "soft and sentimental" token in a tough year. The trend shifted back to classic flower-gifting for Mother's Day 2024, a change from 2023 when more people opted for food or wine. In short, even under economic strain, Aussies did not skimp on showing appreciation to mums, making Mother's Day the peak for flower sales.

Christmas 2024 (Dec season)

The Christmas/New Year period is a major retail season, though flowers play a smaller role relative to other gifts. Overall Christmas gift spending was robust in 2024 – about $11.8 billion on presents (up $1.6B or ~15% from 2023) – but this surge was driven largely by toys, electronics, food, and travel. Floral sales in December did rise modestly, as many consumers buy festive arrangements (poinsettias, wreaths, table centrepieces) for home décor or as hostess gifts. However, flower purchases are a minor share of Christmas budgets. The average Australian spent $707 on Christmas gifts in total, whereas only a fraction of that went to flowers. Florist retailers did see a holiday uptick (corporate clients sending thank-you bouquets, individuals ordering Christmas-themed bouquets), but the trend was steady year-over-year. In comparison to the dramatic spikes of Valentine's and Mother's Day, Christmas flower spending in 2024 was relatively stable – a complementary indulgence rather than a focal gift. (Notably, the peak-season retail growth of ~2.7% indicates consumers were spending slightly more in late 2024 despite economic headwinds, which helped florists maintain decent Christmas sales.)

International Women's Day 2024 (Mar 8)

International Women's Day (IWD) has been gaining traction as an occasion in Australia, although it's not traditionally a huge flower-gifting holiday. In 2024, more brands and consumers leveraged IWD to celebrate women – for example, retail data showed March 8 saw about 26% higher sales than an average day that month as businesses ran promotions tied to IWD. Some organisations present female staff with flowers or hold events, and individuals might send bouquets to important women in their lives. That said, consumer spending on flowers for IWD remains modest compared to Mother's or Valentine's Day. The typical spend is for small bouquets or tokens of appreciation. The trend is upward (IWD 2023 and 2024 saw increasing participation and promotional activity), but it's still an emerging occasion in terms of flower sales. We can expect awareness to continue growing, yet 2024's IWD flower expenditures were incremental rather than a major windfall for florists.

Administrative Professionals (Secretaries) Day 2024 (late April)

Administrative Professionals Day – informally "Secretaries Day" – is observed in Australia in late April (often the Wednesday of that week) to recognise office support staff. It is a niche occasion for flower gifting. Typically, some managers or companies will buy a small arrangement or gift for their admin staff as a thank-you. In 2024 this tradition continued on a small scale: florists and gift services offered special bouquets (often priced in the $50–$80 range) for the occasion, and offices held low-key celebrations. However, no significant spike in nationwide flower sales was recorded for Secretaries Day. Spending tends to be relatively flat year-to-year for this event. It remains more of an individual workplace gesture than a broad consumer trend, so while appreciated locally, it doesn't materially change overall flower industry revenue. Florists simply treat it as a minor seasonal event, ensuring some targeted marketing but nothing on the level of the major holidays.

Easter 2024 (March 31)

Easter in Australia is primarily focused on chocolate, hot cross buns, and family meals rather than flowers. In 2024, Easter retail spending reflected this – Australian families spent about $2.05 billion on Easter foods (eggs, buns, etc.), a huge 23.5% jump from the previous year. By contrast, flowers are a minor part of Easter celebrations. Some households do buy Easter lilies or spring bouquets as decoration, and churches often adorn altars with flowers, but there isn't a strong consumer gifting tradition for flowers at Easter. Florists typically see a small uptick around Easter weekend for table arrangements and seasonal blooms, but it's a fraction of the scale of Mother's or Valentine's Day. Any year-on-year change in Easter flower spending 2024 was subtle and not widely reported (especially compared to the spike in food spending). Essentially, Easter remains a secondary floral occasion – nice to have for ambience, but not a big driver of flower sales growth.

Consumer Segments

Generational Differences

Distinct demographic groups in Australia exhibit different buying behaviours for flowers, in terms of how much they spend, what they buy, and how they shop:

Gen Z (Teens & Early 20s)

Younger consumers participate in flower-giving mainly for romantic occasions and family events, but their spending power is limited. Many Gen Z buyers are students or early career, so they tend to be price-sensitive and often opt for smaller bouquets or single-stem gifts to stay on budget. They are highly comfortable with technology – a Gen Z shopper is likely to order flowers via an app or online platform. However, overall Gen Z contribution to flower sales is relatively small (e.g. 18–24 year-olds make up a smaller share of Valentine's spending than older age groups). 

In 2024, economic pressure on this cohort was evident – younger adults cut back on discretionary gifts first when money was tight. Gen Z does value trends and aesthetics: this group shows interest in "Instagrammable" flower arrangements and newer trends like dried flowers or sustainable, locally-grown bouquets. But given their budget constraints, florists have found Gen Z responds well to value offers (e.g. discount codes or modest "flower posy" options) to keep them engaged.

Millennials (Mid 20s to late 30s)

Millennials are a key segment for the floral market. Many in this group are establishing families or are in long-term relationships, so they're buying flowers for a range of occasions – Valentine's for partners, Mother's Day for parents (and increasingly for spouses who are new mothers), plus weddings, baby showers, and friends' events. Millennials in Australia were willing to spend on meaningful gifts in 2024 but remained value-conscious due to cost-of-living pressures. They often research online and compare prices. This cohort is comfortable purchasing flowers online and getting delivery; at the same time, they appreciate quality and style. Millennials have popularised niche preferences like Australian native flowers and rustic arrangements, seeking something unique beyond the classic red roses. In terms of spending, millennials will invest in flowers for important people in their lives – for example, those aged ~25–39 were a major driver of Mother's Day gift spend and accounted for a large portion of Valentine's shoppers. In 2024, millennial consumers who could afford it increased their per-gift spending (to ensure gifts like flowers remained special) even if some others in this group had to cut back. They are often the early adopters of subscription flower services and "flower box" deliveries as well.

Gen X (40s to mid-50s)

Generation X consumers are in their prime earning years and often have established families, which makes them significant purchasers of flowers, especially for family-centric occasions. Gen X Australians commonly buy bouquets for Mother's Day (for their ageing parents or in-laws, and many Gen X men buy for their wives on behalf of younger kids), as well as for anniversaries and Valentine's Day. In 2024, people aged 35–49 spent around $140 million on Valentine's Day gifts – roughly on par with the prior year – making them a stable core of the Valentine's market. This age group tends to have higher average transaction values; they will pay for premium long-stem roses or elaborate arrangements for milestone events. Gen X is a bridge between old and new shopping habits: many are comfortable buying online (they often appreciate the convenience of delivery due to busy schedules), yet a good number still prefer to call their local florist or visit in person to ensure the flowers are just right. They put emphasis on quality and reliability – a Gen X shopper might be willing to spend more at a trusted florist rather than risk an unknown online vendor for an important gift. Compared to younger consumers, Gen X is less price-sensitive (they have larger budgets on average), though they certainly hunt for value. Their preferences lean towards classic flowers with a twist: e.g., they'll buy the traditional roses, lilies, or orchids, but might choose more upscale or artistically arranged versions. In summary, Gen X provided a solid, dependable demand for flowers in 2024, even amid economic uncertainty.

Baby Boomers (late 50s and above)

Boomers generally are not buying flowers for romantic holidays as much as younger people, but they do purchase flowers for family celebrations, funerals, and as gifts for younger generations. A significant portion of Boomers are recipients of flowers on days like Mother's Day (their adult children send them bouquets). When Boomers do buy flowers, it's often for traditional reasons: giving a nice arrangement for a birthday, an anniversary, or as a gesture of sympathy, etc. In 2024, with many Boomers on fixed incomes or mindful of retirement savings, this group was somewhat cautious in spending. They often stick to brick-and-mortar florists they trust – longstanding customer relationships matter to them. A Boomer ordering flowers might call the shop directly rather than use an app. They prefer classics (roses, carnations, lilies) and value longevity (getting "bang for buck" from blooms that last). That said, wealthier Boomers, especially in metro areas, have no problem splurging on grand floral arrangements for significant occasions (and many with grandchildren or community ties bought flowers for events like weddings or charity functions). Boomers are the least likely to shop online for flowers out of the generations, but many have adapted in recent years – e.g., using Interflora or similar services to send flowers interstate. In 2024, Boomers' flower buying was steady; they were less impacted by Valentine's and more by events like funerals or community holidays (e.g., some still observe traditions like giving poppies on ANZAC Day, though that's often via donations). Overall, Baby Boomers represent a smaller but stable segment of the flower market, often prioritising the in-store experience and personal service.

Other Segments

Apart from age groups, florists also cater to corporate clients (businesses sending flowers to clients or employees) – this segment saw cautious spending in 2024 due to tighter corporate budgets, though essential gestures (like thanking a major client or celebrating a retiree) continued. Gender dynamics also play a role: men are a major purchaser group on Valentine's Day (in 2024, the average man planned to spend significantly more than the average woman on Valentine's gifts, largely on flowers and dinner), whereas women often drive everyday flower purchases (like decorating the home or buying gifts for friends). Additionally, cultural background influences flower spending – for instance, Australians of certain European or Asian backgrounds may place high importance on gifting flowers for specific cultural festivals or as a sign of respect, though 2024 didn't see a notable shift in these patterns. Florists have noticed younger generations of all backgrounds embracing Australian native flowers and eco-friendly choices, reflecting a broader sustainability-conscious consumer trend. In summary, each segment contributed uniquely to 2024's flower spending: younger consumers pushed digital and affordable offerings, middle-aged consumers were the big spenders keeping holiday sales strong, and older consumers upheld traditional channels and uses of flowers. drive everyday flower purchases (like decorating the home or buying gifts for friends). Additionally, cultural background influences flower spending – for instance, Australians of certain European or Asian backgrounds may place high importance on gifting flowers for specific cultural festivals or as a sign of respect, though 2024 didn't see a notable shift in these patterns. Florists have noticed younger generations of all backgrounds embracing Australian native flowers and eco-friendly choices, reflecting a broader sustainability-conscious consumer trend. In summary, each segment contributed uniquely to 2024's flower spending: younger consumers pushed digital and affordable offerings, middle-aged consumers were the big spenders keeping holiday sales strong, and older consumers upheld traditional channels and uses of flowers.

Spending Data and Regional Differences

Average Spending per Occasion

The typical amount Australians spent on flowers (or flower-inclusive gifts) in 2024 varied by occasion and reflected both cultural norms and inflationary changes:

• Valentine's Day: ~$135 per gift-giver on average. This was a noticeable increase from roughly $118 the year prior, as those who celebrated tended to spend a bit more to make the day special (fewer people "cheap out" on Valentine's once they decide to participate). Men, in particular, outspent women (in 2024 men planned to spend about $160+ on average for Valentine's vs around $110 for women) – a gap consistent with past years.
• Mother's Day: $102 per person buying gifts for Mother's Day. This too was up from the previous year ($92). Many Aussies budget in the $50–$150 range for Mother's Day flowers, depending on if they accompany them with other presents. The $102 figure reflects that a lot of people buy not just flowers but perhaps add-on gifts (chocolates, etc.). It's common to see premium bouquets around $100 for mum, especially given the importance of the day.
• Christmas: ~$707 per shopper in total Christmas gift spending, but only a small portion of that goes to flowers. A Christmas bouquet might cost $60–$100; however, most people's biggest Christmas expenses are toys, electronics, food, and travel. So while the average overall spend was high, the average spend on flowers for Christmas was quite low (perhaps only $20 or so of that $707, on average, was floral-related, since many do not include flowers in their gift list at all).
• International Women's Day & Secretaries Day: These are generally low-budget occasions for those who do participate. For IWD, companies that gave flowers might spend $20–$50 per staff member on a small bouquet. For Administrative Professionals Day, a typical flower gift was in the $50–$70 range for a nice arrangement. There isn't formal nationwide data for per-person spend on these, but they are considered modest token gifts.
• Easter: No significant flower spending data (most allocate budgets to chocolate and holiday food). If flowers are purchased, it might be a ~$40 bunch of lilies for the table.

Overall, inflation pushed up the average ticket size for flowers in 2024 by a noticeable margin. Florists had to charge a bit more due to higher wholesale costs, and consumers ended up paying 5–15% more per bouquet on major occasions than they did in 2023. Despite that, many consumers accepted the higher prices for important events, as evidenced by the increased per-person figures above.

Regional Variations

Australia's flower sales show some regional differences, often aligned with population distribution and urbanisation:

• The largest markets are New South Wales and Victoria, the two most populous states. These states have the greatest number of florists and higher aggregate spending. For example, in Valentine's 2024 NSW led the nation – Sydney and NSW residents were forecast to spend about $210 million on Valentine's gifts (including flowers) with an average spend of $171 each, the highest of any state. Victoria was next, around $140 million (avg ~$150 per person). Together NSW and Victoria likely accounted for roughly 60–65% of Valentine's Day flower sales by value. This pattern generally holds across occasions: NSW and Victoria combined make up well over half of Australia's flower industry revenue.
• Queensland is the third largest region for flower spending, thanks to Brisbane and a sizable population. QLD consumers are enthusiastic flower givers too, though their total spend is a bit lower than Vic/NSW. (In the Valentine's example, QLD would comprise much of the remaining ~$115 million not accounted for by NSW/Vic). Queenslanders have a strong culture of gifting for events and a growing population, which contributed to solid flower sales in 2024.
• Other states/territories: Western Australia, South Australia, ACT, and Tasmania collectively represent a smaller share. WA (with Perth) and SA (with Adelaide) still have significant city populations that buy flowers, but on a national level each might be under 10% of total sales. These regions didn't show any drastic change in 2024; they grew roughly in line with national trends. One notable point: population growth in states like WA and QLD has been boosting demand. Meanwhile, regions like Tasmania or the NT are very small markets for florists.
• Urban vs Rural: There is a marked urban concentration in floral sales. Capital cities (Sydney, Melbourne, Brisbane) drive the bulk of high-value transactions – city dwellers not only are more numerous but also tend to spend more on premium flowers and have greater access to specialty florists. Rural and regional areas have fewer brick-and-mortar flower shops; people there may rely on supermarket flowers or online deliveries for special occasions. Per capita, metro residents likely spend more on flowers annually than those in rural areas. In 2024, this dynamic held steady. Rural consumers certainly still exchange flowers (for local weddings, funerals, Mother's Day in country towns, etc.), but the volume and average spend are lower. Florists in smaller towns report that customers often choose simpler arrangements due to limited supply and price sensitivity.
• State-by-state preferences: Minor regional preferences exist – e.g., customers in Western Australia sometimes favour locally grown native flowers (since WA has a rich flora), while Sydney and Melbourne customers purchase a lot of imported blooms like long-stem roses. But broadly, all regions enjoy similar flower types. One interesting data point from Easter 2024: Victorians planned to spend more on Easter goodies per capita ($175 on food/chocolate) vs NSW's $114. This could indicate Victorians go a bit bigger on celebrations – perhaps also reflected in slightly higher floral spending around events. New South Wales, on the other hand, had the highest Christmas gift spend. These nuances aside, regional spending differences in 2024 were mostly proportional to population and income levels.
• Florist concentration: About 80% of Australian florists are located in NSW, VIC, and QLD combined. The heavy clustering of shops in cities like Sydney, Melbourne, Brisbane, and the Gold Coast means those areas not only generate more sales but also benefit from competition and variety (which can spur more consumer spending). In less populated states or rural towns, fewer retailers mean less marketing and lower impulse buying opportunities. Consequently, city residents might encounter promotions (e.g. Valentine's specials) more often, reinforcing spending, whereas a person in a remote area might only buy flowers when there's a specific need. This contributed to the urban-rural gap in 2024 flower spending.

In summary, New South Wales remained the top region for flower spending in 2024, closely followed by Victoria. Queensland and other states saw steady growth but on a smaller base. Urban Australians continued to outspend their rural counterparts on flowers. These regional patterns have been consistent, and 2024's data underscored them once again.

Impact of Economic Factors

Inflation and Cost-of-Living Pressures

High inflation and rising living costs in early 2024 had a direct impact on flower spending behaviour. Throughout 2023, Australia experienced elevated inflation (peaking near 7–8%), and although it began to ease by late 2024, consumers started the year under significant financial strain (higher mortgage rates, pricier groceries and fuel). Flowers, being a discretionary purchase, faced headwinds as households reined in non-essential spending. We saw this clearly on Valentine's Day: with budgets stretched, 700,000 fewer people planned to buy Valentine gifts than the year before. Some opted for cheaper gift alternatives or skipped gifts altogether to save money. Similarly, by Mother's Day, the number of gift buyers dropped ~5% year-on-year – an unusual development for such a popular occasion, attributable to cost-of-living concerns. Paradoxically, inflation also inflated the spending figures for those who did purchase flowers. Because flower growers, wholesalers, and retailers all faced higher costs (energy, transport, wages), prices for bouquets in 2024 were generally up. Consumers ended up paying roughly 10–15% more for the same arrangements than a year prior. This drove up the average spend per transaction – for instance, as noted, Valentine's average spend rose from $118 to $135 largely due to higher prices. In the Mother's Day data, the overall spend increased by 7.5% even with fewer buyers, indicating inflation was a key factor. Inflation in flower supply: Fresh flower prices were impacted by higher fuel costs (affecting delivery from farms to florists) and some supply chain issues (2024 had some heavy rains and floods in parts of Australia, potentially affecting local flower farms). Importing exotic blooms also became pricier with global logistics costs up. Florists tried to manage these costs, but by necessity passed some onto consumers. Thus, inflation squeezed consumers (making them think twice about buying) and squeezed florists (with thinner margins). The net effect in 2024 was slightly lower volume of sales but higher dollar totals. Consumers often "traded down" – e.g., buying a smaller bouquet for the same budget as last year, or choosing mixed seasonal flowers instead of expensive imported roses – to cope with price hikes. In summary, inflation and cost pressures curbed demand at the lower end and forced a spending shift: fewer but more expensive transactions.

Consumer Confidence and Spending Behaviour

Consumer confidence in Australia was relatively subdued for much of 2024. Ongoing interest rate rises by the RBA and economic uncertainty meant that Australians were cautious with discretionary spending. Low consumer confidence typically means people delay or reduce indulgent purchases – and flowers can be seen as an indulgence outside of special events. The ARA noted that despite some spending upticks in key events, overall retail conditions were "subdued" and trading remained tough. Discretionary spending on things like flowers tends to correlate with how comfortable people feel about their finances. In early 2024, surveys showed many consumers intending to spend the same or less on celebrations – for example, 63% of Easter shoppers said they'd spend about the same as last year, and 29% planned to spend less. We saw similar sentiments for Christmas (most people not increasing their gift budgets dramatically). What this meant for florists was that outside the "must-have" occasions, foot traffic was down. For instance, walk-in sales for random occasions or self-gifting were reportedly slower in the winter months when confidence was low. However, when sentiment improved slightly toward the end of 2024 (as inflation eased and wages grew a bit), consumers were more willing to splurge on year-end gifts and events, which helped floral sales around Christmas hold steady. Consumer confidence also affects how people buy: in uncertain times, shoppers look for discounts or cheaper channels. In 2024, some customers switched from upscale florist boutiques to buying bouquets at supermarkets or ordering from budget online flower services to save money (reflecting cautious behaviour). On the other hand, one could argue flowers remained a relatively affordable luxury – even struggling households might spend $30 on a bunch of flowers to cheer someone up, when larger gifts were out of reach. Indeed, the ARA's Fleur Brown noted that despite economic challenges, Australians still seek opportunities to spoil loved ones, viewing events like Valentine's Day as a "small sweet spot" in an otherwise tight year. In effect, consumer confidence dips changed the mix of flower spending (with more focus on value) but didn't eliminate the cultural impulse to give flowers. Florists who adjusted to the climate – by offering more promotions, smaller arrangements, and emphasising the emotional value of flowers – managed to weather the confidence slump. By the numbers, Australia's flower retail industry growth slowed to about 1.1% in 2023-24 (from higher rates in the pandemic years), reflecting these economic drags. 2024 was a year where external economic factors meant the industry had to work harder for every dollar: attracting the cautious consumer and adapting to their needs.

In summary, 2024's flower spending trends were tightly interwoven with Australia's economic situation. High inflation pushed up prices and per-gift spending, even as it deterred some buyers. Rising interest rates and low confidence led many consumers to tighten belts, which was evident in the reduced participation for some occasions. Despite these challenges, the emotional significance of key events ensured that flowers remained in demand – Australians might cut other luxuries before they'd completely cut out buying Mum a nice bouquet or surprising a partner on Valentine's. But they certainly became more strategic in how they spent on flowers, seeking value and meaning in each purchase due to the economic backdrop.

Online vs. Brick-and-Mortar Sales

Online Flower Sales vs In-Store

The shift toward e-commerce in the flower industry continued in 2024. Australians increasingly bought flowers through online platforms, though traditional flower shops (brick-and-mortar) still captured a majority of sales overall. By the numbers, online channels accounted for roughly 30–40% of consumer flower spending in 2024. Market research estimated that online-only flower retailers generated about $456 million in revenue for the year, which is roughly a third of the total florist market when combined with physical store sales. This online segment has been growing: over the five years up to 2024, online flower retail revenue rose around 3.3% annually, outpacing the growth of traditional florists. In 2024 specifically, online flower sales were estimated to grow ~3.5%, despite some dampening from the cost-of-living crisis. Physical florist shops also saw much of their ordering shift to digital means (e.g. customers ordering via the florist's website for delivery or click-and-collect), blurring the line between "online" and "offline" sales. In terms of share: brick-and-mortar florists probably handled around 60–70% of flower transactions, but many of those transactions were influenced by online research or initiated through a phone/website order. COVID-19's legacy is evident – during lockdowns, consumers got used to ordering flowers online for delivery, and that habit has stuck to a large extent. So while you still see people walking into flower shops, a significant portion of flower shopping has moved to the digital realm for convenience.

Growth Trends in E-commerce

Online flower purchasing has shown steady growth. The convenience of e-commerce, coupled with wider geographic reach, has enabled online-focused businesses (like Roses Only, Interflora's online portal, Petals Network, etc.) to "snatch market share from traditional flower shops". 2020 and 2021 saw a big surge due to the pandemic, and although growth has moderated, 2024 built on those gains. We saw new online floristry start-ups and aggregators continuing to enter the market. Consumers in the 15–34 age bracket heavily drive the online flower market, as they are most comfortable with digital shopping. This younger demographic's influence means online flower retailers often emphasise value pricing (since these shoppers are budget-conscious) and trendy designs marketed via social media. In 2024, rising inflation did temper some of the e-commerce growth (as discussed, people cut back spending, including online), but online flower sales still grew faster than brick-and-mortar. Many customers have come to appreciate the ability to schedule deliveries for special dates, and to send flowers to loved ones interstate – something easily done with a few clicks. Overall, the online channel continued to expand its share in 2024, and most analysts expect that trend to go on. Traditional florists increasingly operate hybrid models: a physical storefront plus robust online ordering capabilities, to avoid losing customers to online-only competitors.

Brick-and-Mortar Performance

Physical florist shops in 2024 faced stiff competition not only from online players but also from supermarkets and discount retailers. Big supermarket chains like Coles and Woolworths sell ready-made bouquets at lower prices, which has been undermining some of the brick-and-mortar florist business for years. Pre-pandemic, this and online competition had actually caused florist industry sales to stall. In 2024, brick-and-mortar florists leveraged their strengths to remain relevant: they offer personalised service, bespoke arrangements, and instant availability. Many consumers still prefer the experience of visiting a florist – seeing and smelling the fresh flowers and getting expert advice. Especially for high-stakes purchases (weddings, funerals, big anniversaries), customers often trust a local florist whom they can talk to face-to-face. That said, foot traffic in shops is largely event-driven now. On an average day, a florist might see fewer walk-ins than a decade ago, as casual purchases have moved online or to supermarkets. Physical stores did have a decent year whenever there was a notable event (Valentine's, Mother's Day week saw long lines at many flower shops). These shops also fulfill a lot of online orders (through their own websites or networks like Interflora), effectively acting as the backend for online sales. So the dichotomy of online vs offline is a bit blurred: a customer might place an order on an online platform, but a local brick-and-mortar florist in the recipient's area will physically make and deliver the bouquet. In summary, brick-and-mortar flower retailers in 2024 continued to capture the premium and last-minute market, while adapting to digital ordering trends to keep volume up. Their overall sales were roughly flat to slightly down in some areas (depending on the local competition), but those who innovated and maintained quality did retain a loyal customer base.

Factors Influencing Online vs. Offline Preferences

Consumers choose between buying flowers online or in-store based on several practical and personal factors:

Summary of Online vs Offline: In 2024, online flower sales continued to grow, driven by convenience, younger consumer habits, and broad delivery capabilities. Brick-and-mortar flower shops remained crucial, especially for high-end purchases, last-minute needs, and customers who value personal service. Many businesses operate in both realms now – for example, a neighbourhood florist might take orders through their Facebook page or Shopify site and deliver locally, effectively acting like an online store too. The net effect is that consumers enjoy omnichannel options: one can order online and pick up in store, or browse in store and have the florist arrange delivery. The industry is adapting to these preferences. Key factors like price and convenience are boosting online's share, but the inherent beauty and immediacy of flowers ensure that physical stores are still very much in play. 2024 showed a balanced mix: about a third of sales online, two-thirds through traditional avenues, with the lines increasingly blurred. Going forward, florists that integrate both channels and cater to the needs of each type of shopper are likely to thrive best.

• Convenience & Reach (Online): Online shopping lets customers order 24/7 from anywhere and have flowers delivered to a distant recipient without any effort on the buyer's part. This is a huge driver – for instance, someone in Sydney can send flowers to their mother in Perth with a few clicks. Busy individuals also appreciate avoiding a trip to the store. In 2024, with many people time-poor or wanting contactless transactions, this convenience factor remained key. The ability to schedule deliveries in advance (say, order a week early for delivery on Mother's Day) is another advantage of online.
• Price Transparency & Deals (Online): Online platforms typically make it easy to compare prices and find a range of options within one's budget. Many online florists display various bouquets sorted by price, and they often run promo codes or bundle deals (free chocolates, etc.). In a cost-sensitive year, this mattered – consumers could seek out an affordable option more readily online. According to industry analysis, competition among online flower shops keeps pricing keen and affordable pricing is a major competitive point online. Additionally, customers can read reviews of bouquets or sellers online, giving confidence in value for money.
• Immediate Fulfillment & Sensory Experience (Brick-and-Mortar): An in-person florist visit allows for instant purchase – great for last-minute needs (forgotten birthdays, spontaneous gestures). Customers can walk out with flowers in hand, which no same-day delivery can beat if it's truly urgent. Moreover, in-store shoppers get to see, touch, and smell the flowers before buying. They can ensure the blooms are fresh and the arrangement meets expectations. This tactile experience is important to many traditional consumers and guarantees quality (there's no risk of "what arrived didn't look like the photo"). In 2024, florists used their storefront displays to attract passers-by, leveraging the visual appeal of flowers – something an online shop can't do in person.
• Personalised Service (Brick-and-Mortar): Florists in shops offer expert guidance – they might suggest a particular flower based on the recipient's taste or craft a custom bouquet on the spot. This personal touch and ability to customise is a strong reason people shop in person. Older customers especially value talking to a florist who might have served them for years. Even in 2024's digital age, for big life events (weddings, funerals), sitting down with a florist to discuss is the norm. The rapport and trust built in person can be a deciding factor for offline shopping.
• Delivery Logistics: Buying online usually involves delivery to the recipient, which is ideal for gifting. However, some consumers worry about delivery issues (flowers left outside, or arriving when no one's home). If they want to ensure a smooth handover, they might pick up in store and deliver the flowers personally. Also, delivery often adds a fee – consumers weigh that when choosing online vs pickup. In 2024, many online retailers tried to offset this by offering free delivery above a certain spend or for members.
• Occasion Type: The occasion often dictates channel. Surprise gifts or sending love over distance leans toward online orders with delivery. Planned events where the giver will see the recipient (like bringing flowers to a dinner) might encourage going to a shop to pick out the best bunch. For example, Valentine's Day sees both – a lot of men will pre-order online to send to partner's work, but also many will dash into a florist on the way home.
• Demographics: As discussed, younger people are more likely to use online means, while older generations tend to stick to brick-and-mortar or phone orders. In 2024 this was evident: florists reported much of their walk-in business were middle-aged and older, whereas a large portion of their online orders came from customers in their 20s and 30s. This is partly comfort with technology, and partly habit – older folks grew up buying from local shops.
• Supermarket one-stop shopping (Offline alternative): Another factor: some consumers decide between a specialist florist or just grabbing flowers at the supermarket. In 2024, high traffic in supermarkets and the convenience of one-stop shopping meant many people chose the grocery store option for casual occasions. Supermarkets undercut florists on price (you might get a bunch of tulips for $20 at Coles versus $45 at a florist). This isn't "online vs offline" but it affects the brick-and-mortar florist footfall. People already in-store doing Easter or Christmas shopping might toss flowers in the cart rather than order online or make an extra trip to a florist. So the presence of supermarket flowers is a pull towards offline for some – albeit not benefiting the boutique florists.
• Trust and Reliability: Some buyers perceive risk in online ordering (will the flowers delivered match the picture? Will they arrive on time?). If they've had a bad experience or are just unsure, they may prefer dealing with a florist they know. Conversely, large reputable online services (some tied to networks of local florists) have built trust. By 2024, services like Interflora, EasyFlowers, etc., were well-known, so consumer trust in online flower delivery was reasonably high, which helped adoption.

Summary of Online vs Offline: 

In 2024, online flower sales continued to grow, driven by convenience, younger consumer habits, and broad delivery capabilities. Brick-and-mortar flower shops remained crucial, especially for high-end purchases, last-minute needs, and customers who value personal service. Many businesses operate in both realms now – for example, a neighbourhood florist might take orders through their Facebook page or Shopify site and deliver locally, effectively acting like an online store too. The net effect is that consumers enjoy omnichannel options: one can order online and pick up in store, or browse in store and have the florist arrange delivery. The industry is adapting to these preferences. Key factors like price and convenience are boosting online’s share, but the inherent beauty and immediacy of flowers ensure that physical stores are still very much in play. 2024 showed a balanced mix: about a third of sales online, two-thirds through traditional avenues, with the lines increasingly blurred. Going forward, florists that integrate both channels and cater to the needs of each type of shopper are likely to thrive best.

Sources:

• Australian Retailers Association / Roy Morgan Research – Media Releases (2024) roymorgan.com roymorgan.com roymorgan.com roymorgan.com roymorgan.com roymorgan.com insidefmcg.com.au (Occasion spending figures, trends by year, demographics)
• Inside Retail & Inside FMCG news (2024) insideretail.com.au insidefmcg.com.au (Mother’s Day and Easter spending details)
• Retail World Magazine (Mar 2024)retailworldmagazine.com.au (Insights on International Women’s Day sales impact)
• IBISWorld Industry Reports – Flower Retailing in Australia & Online Flower Shops in Australia (2024) ibisworld.com ibisworld.com ibisworld.com ibisworld.com (Market size, growth, and competitive trends)
• Roy Morgan “Cost-of-living squeeze” Valentine’s Snapshot (Feb 2024) roymorgan.com roymorgan.com (Consumer behaviour under inflation)
• Australian Bureau of Statistics & Trading Economics (2024) – Consumer Price Index and retail trends (for context on inflation and consumer confidence, no direct florist data)
• Industry commentary and florist sector observations (2024) – compiled from various news features and florist interviews (qualitative insights on consumer preferences and channel choices).