As 2020 wore on, many feared that fresh flower sales would bottom out – especially with the rocky floral sales in the early days of the COVID-19 pandemic. Instead – consumers bought flowers at supermarket retail to a greater extent in the summer of 2020 than in 2019 in the US.
International Floral Distributors (IFD) recognizes the need consumers have for normalcy and well-being in their everyday lives during the pandemic. And, IFD agrees with PMA that unique floral designs provide that peace of mind in these uncertain times. Whether it is flower bouquets or flower arrangements, flowers have been a part of the home since the beginning of the pandemic bringing hopeful thoughts for the future.
Time will tell, but experts say that the US economy is far from being out of the woods as consumer spending remains the most important force driving the recovery. Now, let us explore how uncertainty for consumers has translated into winning floral designs.
Last month, PMA invited Judith Blacklock of the
Judith Blacklock Flower School in Knightsbridge, London to discuss European floral trend predictions for 2021. This exciting discussion built upon the research PMA supported on consumer preferences for floral designs.
Sustainability: In floral design, sustainability is popping up in some unlikely ways. In both the US and EU floral designers are using more dried flowers, repurposing flowers, utilizing sustainable packaging & containers, and exploring alternatives to floral foam in flower arrangements.
Foliage and Greenery: From a design perspective pampas grass, painted greens, bleached and dyed flowers are beginning to trend according to both Judith Blacklock and
Flower Magazine. Accessories: As we know, it takes more than a great floral design to capture the hearts of flower lovers, it also takes great floral containers. The US and EU are both seeing an increase in the use of leather and wood containers as well as African and Indian design influences. Interior designers are also using rattan and wicker furniture to add warmth and charm.
Styles & Color: The most popular floral styles revolve around three distinct color schemes: white, blush, and a preference for greenery instead of flowers. Floral arrangements using both dried and fresh flowers are becoming popular as well as the use of netting and tubes instead of foam.
Micro weddings as a necessity: As events were postponed due to the coronavirus, there was a rise in at-home weddings. Micro weddings are expected to be celebrated with floral designs well into 2021. These at home weddings will continue to look for small affordable floral designs to mark the occasion.
Biophilic design: With households forced to host remote working and learning, multifunctional spaces are one of the most important design trends in 2020. And with so much time spent at home, biophilic design incorporating natural elements (materials, light, plants, fresh flowers) into the home are becoming more popular to enhance overall health.