Marks & Spencer is by far the most popular retailer for purchasing cut flowers in store according to new research. Over a third (35%) of consumers said that it offers the highest quality of flowers which is far higher than Tesco in second place (15%) and Sainsbury’s (8%).
It also scored highly for online cut flower delivery, coming in third behind industry specialists Interflora and Bloom & Wild. The postal specialists were both chosen as the preferred service by 18% of respondents, while Marks & Spencer is the top online choice for 15% of UK consumers in the latest research conducted by product intelligence business, Vypr.
In-store is the preferred way to shop for almost three-quarters (72%) of UK consumers who only buy in store for themselves and around two thirds (62%) only buy in-store to gift to someone else.
When asked why they only buy in store and not online the top three answers were more choice (23%), they prefer to give a gift in person (23%) and they offer better value (13%). While value appears in the top three key factors, sales are not driven by lower price with consumers saying they are encouraged by bigger bunches that offer better value rather than lower priced flowers in general. Bigger bunches for better value was suggested by 21% compared to those who shop on price alone at just 5%.
The other factors that would encourage shoppers to spend more are longer lasting flowers for almost a third (30%) and attractive displays for 12%.
Heather Chapman, head of technology at M&S Food, said: “M&S flowers are carefully grown and selected to create unique, exceptional quality. We work directly with breeding houses to carefully select varieties which are cared for by expert growers before being picked and then presented beautifully in store, where our experienced colleagues arrange displays for our customers, for every occasion.”
Ben Davies, founder of Vypr, added: “Large format Marks & Spencer stores have created a cut flower and houseplant section that feels like a destination in its own right, with a wide selection, a lot of space for the flowers to be appreciated and clearly high quality blooms, it is not a surprise that they have come out top with consumers. Their investment has clearly worked.”
Despite the ongoing cost-of-living crisis and inflation, cut flowers and houseplants remain a non-price-led category, presenting retailers with an opportunity to drive incremental sales.
Ben Davies, added: “A huge 76% of shoppers buy cut flowers on impulse and their reasons are emotional as the majority say they simply make them feel happy. If retailers can tune into this sentiment and improve the quality of their displays and merchandising in fresh flowers, even making sure they are always easily accessible and visible, this could unlock incremental sales.
“Consumers shopping especially for others, but also themselves, will not choose a bunch that has been squeezed so tightly into the bucket it’s damaged or ones with dead heads clearly visible. Store workers could be tasked to freshen up the displays daily and ensure close watch is kept on freshness and sell by dates to discount as soon as possible.”
While key calendar dates of Valentine’s, Mother’s Day and Christmas are traditionally huge sales drivers, consumers are also looking year-round for birthdays (34%), simply a treat (22%) and anniversaries (13%) underlining the importance of offering a high quality and varied selection year round.
