Visiting Florists in Southern France

What I Learned During a Week Visiting Florists in Southern France

Over the past few weeks, I travelled through Southern France with several colleagues to visit dozens of florists. We weren't there to sell products or give presentations. We were there to listen. How are florists really doing? What changes are they seeing in the market? What challenges do they face every day? And what do they expect from a flower wholesaler?

Over the course of five days, we travelled from shop to shop in the Montpellier region. We visited everything from small village florists to modern concept stores where flowers are sold alongside wine, perfume, home décor and gifts. Every business had its own story, but after dozens of conversations, clear patterns began to emerge. Some confirmed what we had already suspected, while others genuinely surprised us.

The future looks brighter than you might expect

Perhaps the biggest surprise was the optimism. If you follow the news, it's easy to believe that independent retail is under increasing pressure. Yet the conversations we had painted a very different picture.

Of course, there are challenges. Business owners told us that consumers are becoming more conscious about their spending, while operating costs continue to rise. Even so, we met florists everywhere who continue to invest in their shops, product range and overall customer experience. Another interesting observation was that many of them experience very little competition from supermarkets. According to them, customers deliberately choose craftsmanship, personal advice and flowers that offer something unique.

That optimism is also reflected in the way consumers are buying flowers today. Buying habits are changing, but certainly not only for the worse.

Flowers are increasingly purchased as gifts

Almost every florist told us that flowers are bought less frequently as an impulse purchase for the home. Instead, they are increasingly linked to birthdays, dinner invitations, thank-you gifts and other special occasions. In other words, flowers have become an important part of the gifting experience.

As a result, the florist's role is changing as well. It's no longer just about creating a beautiful bouquet. Presentation, packaging and the overall experience have become increasingly important. At the same time, several business owners mentioned that average customer spending is under pressure. That makes creativity and a distinctive product range more valuable than ever.

Social media is shaping customer expectations

Another topic that came up in almost every conversation was the influence of Instagram and Pinterest. Customers often arrive with a photo on their phone and ask, "Can you make something like this?"

Natural, airy bouquets with plenty of movement are particularly popular at the moment. Keeping up with these trends requires not only creativity but also an assortment that allows florists to respond quickly to changing customer preferences. Social media is no longer just a marketing tool; it is directly influencing demand in the flower shop.

In the end, people make the difference

Despite all the digital developments, one theme kept returning throughout the week: personal contact. A good webshop and reliable logistics are essential, but according to the florists we spoke with, they have become the minimum expectation.

The real difference is made when something doesn't go according to plan. Responding quickly, communicating clearly and helping to find solutions when a product is unavailable are what truly matter. One florist summed it up perfectly: "I understand that sometimes a product isn't available. Just let me know in time so I can help my customer." That comment stayed with me for the rest of the trip.

Today's florist sells more than flowers

There was another trend we noticed in almost every shop we visited. Nearly every florist had expanded their assortment beyond flowers. Candles, vases, perfumes, jewellery, wine and home décor have become an important part of many businesses.

Not only do these products generate additional revenue, they also make flower shops more attractive to customers looking for a complete gift. Today's florist no longer sells just flowers; they sell an experience.

What did we take away from this?

After a week on the road, one conclusion stood out above all others. Florists are not looking for complicated solutions. They are looking for suppliers who are reliable, communicate clearly and understand the realities of their day-to-day business.

That is exactly why we continue to visit our customers. Not because all the answers can be found behind a desk, but because the best insights come from conversations in the shop, surrounded by flowers and customers. That's where you discover what business owners are proud of, what challenges they face and how our industry is really evolving.

The future of the floral industry will not be shaped in meeting rooms. It is shaped every single day in flower shops. And those are the places where we will continue to learn.