Buying Flowers Online: What Do the French Want?
Online flower sales skyrocketed in 2020, driven by public health restrictions aimed at curbing the pandemic. As people spent more time at home, the desire to bring a touch of nature into their living spaces grew. However, French consumers are becoming increasingly discerning when it comes to buying flowers online, placing greater value on artisanal craftsmanship, custom-made arrangements, and products made in France. Sessile summarizes the latest market trends.
Handcrafted goods: a sure bet for consumers
While the French are eagerto buy bouquets to brighten up their daily lives, they don’t just go about it any old way. In fact, studies show that consumers have a strong attachment to artisanal craftsmanship. A 2017 BVA survey estimated that 81% of respondents had a very positive opinion of their artisans. The quality of training, professionalism, and work ethic are among the reasons the French cite for turning to artisanal products.
I find my bouquet of flowers
The flower market is no exception, as French consumers prioritize shopping at independent florists. Figures released by Google show that searches for “florists” outnumber searches for “bouquets,” reflecting a tendency among consumers to turn first to an independent florist whenever possible. Furthermore, Val’hor’s 2019 trend study showed that independent florists alone accounted for 46% of plant purchases.
A unique bouquet for a special occasion
Buying a bouquet of flowers is always a special occasion: first, because flowers are very often associated with celebrations, since 81% of bouquets purchased are intended as gifts. When it comes to gift-giving, the ability to personalize the bouquet is therefore a key factor in the decision to buy flowers online.
According to a study commissioned by Carrément Fleurs and conducted by YouGov, 41% of French people prefer custom-made bouquets featuring flowers they have chosen themselves. In addition, 36% of French people prefer to seek advice from a florist when putting together a custom bouquet.
New Forms of Responsible Shopping
It’s no secret that customers are paying more attention to new environmental standards: Consumers are now concerned about where the products they buy come from and the conditions under which they’re produced. That’s not so surprising for nature lovers like flower enthusiasts!
A Val’hor study conducted by Kantar reveals that 76% of French people say they want to prioritize buying locally grown flowers, reflecting the importance they place on short supply chains. Among the reasons cited by consumers, supporting local businesses and environmental concerns top the list.
Who are we?
Sessile champions the independence of artisan florists online. Founded in 2019 by six friends, Sessile brings together 500 florists committed to transforming the industry and enables flower delivery throughout France, Belgium, and Luxembourg. By breaking away from the traditional online catalog model, the network highlights each florist’s expertise and helps keep the art of floristry alive. Florists can pursue their passion and create more creative bouquets because they have greater freedom to offer seasonal flowers and, whenever possible, locally sourced flowers.
