Last week, the annual Thanksgiving holiday was celebrated across the US. Now that the celebrations are over Joost Bongaerts, CEO at Florabundance, takes the time to reflect on this year's Thanksgiving Sales in the US. His flower wholesale company ships flowers throughout all of the country. He shares the developments in the flower sector that made him grateful, but also which challenges the industry had to navigate.
According to Bongaerts, 2024's Thanksgiving sales presented a mixed picture at both the retail and wholesale levels, mainly due to the late timing of Thanksgiving and its proximity to the Christmas season. He explains: "While sales were steady in some areas, they didn't achieve the standout performance many hoped for. The unique calendar dynamic reshaped consumer behavior, redirecting attention and spending toward holiday decor and Christmas preparations."
Floral arrangements for Thanksgiving
At the wholesale level, he states, sales were largely flat compared to previous years. "Many wholesalers attributed this to the compressed holiday season, which put Thanksgiving floral orders in direct competition with early Christmas sales. Wholesalers faced logistical and marketing challenges in balancing inventory and responding to shifting consumer demand. Retail florists echoed these concerns, noting that the overlap of Thanksgiving and Christmas decor shopping impacted traditional Thanksgiving floral purchases."
When it comes to retail sales, Bongaerts finds that, overall, they were decent but not exceptional for similar reasons. "Compared to last year, Thanksgiving week sales were down. Some retailers reported a 5% decline. Retailers observed that Thanksgiving's late timing may have further encouraged a shift in focus from traditional arrangements to Christmas-themed decor, creating additional competition for floral budgets."
However, he also sees that November sales showed a slight improvement over 2023. "While the total number of floral units sold was slightly down, retailers were buoyed by an increase in average order values, resulting in improved same-store sales for many locations. This suggests that even as volume dipped, customers continued to prioritize higher-quality, premium arrangements for their Thanksgiving celebrations."
Bongaerts also points out that some regions performed significantly better than others, with a few experiencing minor declines. "Regional differences played a role, with areas catering to higher-income demographics generally reporting stronger sales. These markets benefited from customers' willingness to invest in more elaborate floral designs, reflecting the ongoing demand for quality despite broader economic pressures."
Despite these challenges, Bongaerts, highlights that there are valuable takeaways from this year's Thanksgiving sales. He argues that retailers and wholesalers alike may benefit from encouraging early Thanksgiving purchases in the future to capture sales before the Christmas season ramps up. He also thinks that offering transitional floral designs that bridge Thanksgiving and Christmas could provide consumers with greater value and versatility, appealing to those seeking multi-use arrangements. Additionally, he believes that focusing on inventory strategies and regional marketing that reflect purchasing power and consumer preferences will be key to maximizing sales during compressed holiday seasons.
As the industry moves into the Christmas season, he feels that there's reason to remain optimistic. "The resilience shown by the floral market this Thanksgiving highlights the enduring value customers place on flowers during the holidays. While timing challenges may have shaped this year's results, the industry's ability to adapt and innovate will continue to drive success in the seasons to come."
The 'That Flower Feeling' van
He emphasizes that at Florabundance, they remain committed to supporting the 'That Flower Feeling' national floral ad campaign, which promotes flower sales for daily and weekly use with the message 'Self Care Made Easy'. This initiative seeks to educate the public about the benefits of incorporating flowers into their lives. "As part of our commitment, we've even wrapped one of our vans with 'That Flower Feeling' branding to spread this inspiring message throughout our community," Bongaerts concludes.
For more information: 
Florabundance
Joost Bongaerts, 'That Flower Feeling' Ambassador
[email protected]
www.florabundance.com
www.thatflowerfeeling.org