Christmas Business Survey Results 2024
Thank you for taking part in our Christmas Business Survey. This is the
24th national survey that we have undertaken. Here, as promised, are the results.
They show a fairly mixed picture, with a more than usually wide spread of results.
One in three florists (34%) said that their Christmas business was better than expected.
A third (36%) reported it was much as they expected, and just under a third (30%) stated it was worse than expected.
Bear in mind that that these comments were how things turned out compared to their expectations which had already
been conditioned by prevailing sentiment and media comment to be uncertain at best.
When asked how it compared with Christmas 2023 the results showed a similar picture.
Just over one in three (37%) declared sales better than last year, while a third reported sales much the same as last year,
with another third (32%) saying sales were down.
Taken
across the country the average order value was generally up on last year. 49% reckoned it was up compared to 17% who
said it was lower. This is a much greater increase than in previous surveys but no doubt reflects the higher cost of
flowers.
Relay orders were significantly below
expectations for a majority of members.
When asked to compare how their sales were for the whole of 2024 versus 2023 it made clear the breadth
of variation. As many businesses reported sales were up on 2023 as those saying sales were down. However the drop
in sales was greater for those who were down than the increase for those who were up, resulting in the average across the
country being a 3% decline. Considering that there was an increase in the average order value this means that, across
the country, the number of orders was down by more than 3%.
One in two florists
is expecting Valentine's business to be much the same as last year. For the others, more expect it to be down (30%)
than to be up (19%).
Looking forward to the year
2025 as a whole there was a wide spread of opinion. Despite the overall decline in business across the country in 2024
the results show how resilient the industry is. The balance of sentiment is positive (15%) with 24% pessimistic versus
39% optimistic. Indeed a total of three out of four (76%) are either neutral or positive.
The detailed results (based on 223
responses) are below.
I wish you all a good Valentine's and Mother's Days,
and good business for the rest of the year.
Grant McGowan
There was a broad spread of results, with a third (34%) saying Christmas business was better
than expected, a third (36%) reporting it was much as expected, and just under a third (30%) stating it was worse than expected.
Bear in mind that that these comments were how things turned out compared to their expectations which had already
been conditioned by prevailing sentiment and media comment to be uncertain at best.
The results show a similar picture when we asked how business compared to Christmas 2023.
Just over one in three (37%) declared sales better than last year, while a third reported sales much the same as last year,
with another third (32%) saying sales were down.
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Have you checked your stock
to replenish what was used for Christmas?
Cards? Envelopes? Labels? Order
Pads? Tags? Delivery Cards?
Call us now on 01934 644451 and we'll get them to you pronto (even if you haven't had them from us
before!)
****************************************************************
Taken across the country the average order value was generally up on last year. 49%
reckoned it was up compared to 17% who said it was lower. This is a much greater increase than in previous surveys but
no doubt reflects the higher cost of flowers.
Relay orders were significantly below expectations for a majority of members.
This chart clearly shows the wide spread of results. As many businesses reported sales
were up on 2023 as those saying sales were down. However the drop in sales was greater for those who were down than
the increase for those who were up, resulting in the average across the country being a 3% decline. Considering that
there was an increase in the average order value this means that, across the country, the number of orders was down
by more than 3%.
One in two florists is expecting Valentine's business to be much the same as last year. For the others, more expect it to be down (30%) than to be up (19%).
****************************************************************
Have you checked your stock
to replenish what was used for Christmas?
Cards? Envelopes? Labels? Order
Pads? Tags? Delivery Cards?
Call us now on 01934 644451 and we'll get them to you pronto (even if you haven't had them from us
before!)
****************************************************************
Again there was a wide spread of opinion. Despite the overall decline in business across
the country in 2024 the results show how resilient the industry is. The balance of sentiment is positive (15%) with
24% pessimistic versus 39% optimistic. Indeed a total of three out of four (76%) are either neutral or positive.
****************************************************************
Have you checked your stock
to replenish what was used for Christmas?
Cards? Envelopes? Labels? Order
Pads? Tags? Delivery Cards?
Call us now on 01934 644451 and we'll get them to you pronto (even if you haven't had them from us
before!)
****************************************************************
