It is March 8, which means International Women's Day, and that is reflected in the flower market dynamics around the world. In Eastern Europe and Russia, this holiday is anticipated by a true flower-purchasing frenzy. Therefore, many flowers have been shipped in that direction over the last weeks. However, this holiday is gaining more and more popularity in other countries as well and increasingly more companies are marketing it and putting their women in the spotlight. It is too soon to draw any conclusions on how Women's Day was for the florists, but for the trade, it seems to have been a profitable day already.
Pictures from St Petersburg at several wholesalers.
Dutch flowers
Many Dutch flowers have been shipped to Eastern Europe and Russia for this holiday and many traders report good sales. This year was characterized by shortages and high prices, especially for tulips. Due to this year's rainy months, there were up to 30% fewer tulips on the market, resulting in higher prices. Several Dutch traders report volume growth compared to last year. The growth is partly due to an increase in number of new customers, but further growth was hampered due to the border controls in Russia. "Delays had to be taken into account and everything was therefore sent in the same week. Normally trade continues until February 28, and now it was February 23. If we had two weeks instead of five days, we could have sent a lot more flowers," a Dutch trader told us. Also, the ruble was fairly stable and therefore did not negatively impact the amount of flowers purchased.
idem
Moreover, growers who recently switched to growing under LED also benefited from this year's International Women's Day. "Last year we saw a lot of quality problems, that was much less the case," says Warja Abrosimova, an expert on the Eastern European market who works for the Decorum collective. "That is very nice for producers of chrysanthemums or alstroemeria, for some of them Women's Day accounts for up to half of their annual turnover," she adds.
Idem
Festa fella Donna in Italy
That's not to say that this holiday passes unnoticed in other parts of the world. It's also celebrated in Italy where it's called Festa fella Donna. On this day, men offer women a bunch of Mimosas or a bouquet that includes Mimosa. Italian producer cooperative Flora Toscana sells Mimosa only at this time of the year and Tommaso De Angelis of Flora Toscana shares how they experienced this holiday this year: "Despite the difficulties encountered, we are quite happy because we have nevertheless recorded an increase in volumes compared to previous years and a general increase in demand on all the markets we serve."
This year, however, the weather was challenging. "Although initially, the production forecasts were in favor of quantity and linearity of supply, the climatic conditions of the weeks immediately preceding the holiday, triggered a significant change in the scenario. Due to the rain and hail that hit the production areas, the quantities available have been reduced and the logistical supply dynamics have become more complicated. In some cases the harvest started late and in others the quality of the product was reduced, preventing it from being placed on the market," he explains.
Bouquets with Mimosa being made at Flora Toscana's bouquet-making department.
Flower Bulb Day in San Francisco
In the US, international Women's Day has been hyped for some years now. It isn't a big holiday for flowers yet, but large flower delivery companies like FTD and 1-800 Flowers, for example, are all having special Women's Day promotions for this holiday. Also, on March 9, Flower Bulb Day will take place in honor of International Women's Day. On this day more than 80,000 tulips will be on display at Union Square in San Francisco. Visitors are invited to pick a bun of tulips. Last year, this event, attracted approximately 30.000 to 35.00 visitors.
Flower Bulb Day 2023 at Union Square in San Francisco
Overlap with UK Mother's Day
This year International Women's Day overlaps with Mother's Day in the UK, which meant extra pressure on some growers. According to Pablo Bazzani of La Plazoleta, an alstroemeria and summer flower grower, this overlap resulted in a 14% growth in demand in Colombia. He points out that it was a true challenge to fill all orders. For Women's Day, most of their flowers go to the Czech Republic, Poland, and Russia. Thanks to the relatively quiet Valentine's Day, clear skies, and sunshine, production was optimal and successful.