This year, UK Mother's Day falls on Sunday, March 30. At the New Covent Garden Market, preparations have been in full swing, and this year is particularly special as it marks the 50th anniversary of Mother's Day since the market's move from Covent Garden to its new site in Nine Elms. So, what's trending? In this article, three wholesalers share their insights and experiences in preparation for this year's holiday.
© New Covent Garden MarketSam and Sophie Porter of Porters Foliage
Pleasing demand
Sam Porter of Porters Foliage, a supplier and importer of cut foliage and tropical stems who has been at the market for 5 generations, since 1910, reports brisk trade in the run-up to this Sunday. He labels Mother's Day as one of the perennial "bursts of madness" that the Market thrives on. "We have these moments during the year when we all know what's got to be available – our job is to make sure that we've got everything in place to give our customers what they want and capitalize on the opportunity."
© New Covent Garden Market Damian Waloch of Ilo Bloom
But also the demand for house and garden plants is high. "Unlike Valentine's Day, Mother's Day is a much more inclusive time for the flower market traders, as sons and daughters across London and the South East buy not just cut flowers for their wonderful mums, but plants for the house and garden too", says Damian Waloch of Ilo Bloom, a plant wholesaler at the New Covent Garden Market in London.
Having worked in the market for some time previously, Damian started out on his own with Ilo Bloom in September 2024, so he's experiencing his first Mother's Day as a plant wholesaler. Ilo Bloom has been extremely busy over the last few days, he says. "Mother's Day demand has been really good for me. People are much more likely to buy plants as a gift and there has been interest in lots of things."
© New Covent Garden MarketWill Hogger of Gardening 4u
Will Hogger of Gardening 4u By Will notices that a couple of weeks of noticeably sunnier weather have switched people's thoughts to their gardens, "and there's been a knock-on effect on Mother's Day trade."
His firm in the Market has been "very, very busy" with specimen plants and he notices that people are buying a lot more flowering plants. "The temperature hit 17 Degrees Celcius and everyone wants to be outdoors in their garden," says Will. "Spring has finally kicked off and we're absolutely ready for it!" A lot of the gear on the stand is from the company's nursery in Herefordshire, which grows a lot of herbaceous and bedding lines at this time of year.
What's hot?
So what's hot this year for Mother's Day? Of course, according to Porter, no self-respecting Mother's Day bouquet would really be complete without a lovely splash of foliage. "The best sellers this week have been English blossoms of all types – with cherry and plum in particular proving popular, adds.
Waloch has seen a trend for one particular color. "Pink seems to be the order of the day this year," he says. "I don't think people are coming in specifically with pinks in mind, but they are definitely being drawn to products like the Tilladsia Anita and Zantedeschia Zuzu orchids, which have sold really well."
Carmona and Metasequoia Bonsais have also been shifting in good numbers and Damian is pictured with Carmona, as well as another popular line, pineapple. "I'm getting quite a few comments from customers saying that I've got good taste in what I buy," Damian adds. "My business is growing, so I suppose that shows that I'm getting it right. So far, the Mother's Day business has mainly been with retail customers and they will of course continue to be the main buyers, but I've got plenty of options and I'd expect to see more consumers walking in on Saturday."
Hogger thinks that the weather increases the demand for plants too."People come into the Market looking for cut flowers for Mother's Day, of course, but I think the weather has really helped us this year and they are looking for plants as gifts too," Will explains. "We're selling a lot more orchids, as people look for something that lasts a bit longer than cut flowers. We've also shifted a large quantity of olive trees and tree ferns; herbaceous perennials are doing really well."
50th Mother's Day at site in Nine Elms
New Covent Garden Market is UK's largest and longest-serving wholesale market, which supplies 75% of London's florists. This year, traders welcome the 50th Mother's Day since the Market moved to its current location.
Originally based in Covent Garden, the market relocated to its current 35-acre site on London's South Bank in 1974. It was officially opened by Her Majesty Queen Elizabeth II in 1975, marking the beginning of a new chapter for this historic institution. Today, the market continues to thrive, connecting top-tier growers from across the globe with businesses across the South East of England.
© New Covent Garden MarketWanda Goldwag OBE
Wanda Goldwag OBE, Chair of New Covent Garden Market Authority, says: "Mother's Day is, as you might imagine, a very busy time at New Covent Garden Flower Market. Unlike Valentine's Day, which sees much of the focus fall on roses, and particularly those that are red, Mother's Day is far more inclusive for our traders, bringing in the plant and foliage wholesalers alongside their cut flower counterparts.
"This really is the mother of all flower markets, with a rich history that spans several centuries. As we navigate modern challenges, from sustainability to evolving customer demands, we remain committed to ensuring New Covent Garden Market continues to flourish for generations to come."
New Covent Garden Market