Floral Update: Rising to the Occasion

April 28, 2026

As we move through one of the most meaningful seasons in floral, I’m reminded just how dynamic and demanding this industry can be. Floral may be one of the most fragile categories, but it is also one of perishable’s toughest tests.

From production and transport to merchandising and consumer sentiment, floral often experiences market shifts first and responds fastest. That reality was especially apparent this Easter season, as retailers navigated a mix of opportunities and challenges at the shelf.

In conversations with our retail members and through early consumer pulse checks, one message came through clearly: cost pressures remain top of mind. Retailers pointed overwhelmingly to rising costs as their number one challenge this Easter, alongside softer store traffic and shifting consumer priorities. Shoppers seem to be making more deliberate purchasing choices this season, with external influences such as weather and broader economic conditions continuing to impact results.

As more Easter data becomes available, we’ll continue sharing insights from consumers and retailers to help you better understand the trends shaping floral sales and merchandising decisions.

And now, we look ahead. Mother’s Day is around the corner, and it is our industry’s equivalent of Thanksgiving or Christmas! It’s a moment that brings together every part of the floral supply chain, from growers and breeders to wholesalers, retailers, and designers, to deliver beauty, emotion, and celebration at scale.

I have no doubt our members will rise to the occasion as they always do. Stores will be filled with color, creativity, and innovation, and consumers will once again turn to flowers to mark life’s most meaningful moments. We’ll also be pulsing consumers throughout the holiday to understand shopping behaviors, preferences, and emerging trends so we can continue bringing timely insights back to you.

Thank you for all you do to keep this industry moving, innovating, and inspiring, even in the face of constant change.

Wishing you a successful Mother’s Day season ahead!

Floral Update: Rising to the Occasion

Additional Press