Floral

Circana Supermarket Floral Sales Data

Access dynamic floral sales data to keep a pulse on floral insights and trends.

Valentine’s Day Drove Dollar Gains, but Units Fell Short Off Year-Ago Levels

Roses, arrangements and bouquets had a strong month and generated year-over-year gains in both dollar and unit sales. However, with tremendous pressure on income, consumers did not buy as many units overall as they did in 2024.

STATE OF FLORAL

Floral Department	Dollar Sales	Dollar % Change vs. Year Ago	Unit Sales	Unit % Change vs. Year Ago
4 weeks	$1.26B	+1.3%	91.77M	-3.1%
52 weeks	$9.55B	+3.2%	909.4M	+0.1%

Source: Circana, Integrated Fresh, MULO, 4 and 52 weeks ending 2/23/2025

Sales by Type

Potted plants become the number one seller

The top three sellers, roses, arrangements and bouquets, represented more than 71% of sales in February. Additionally, they each grew dollar and unit sales year-on-year. Bouquets had the highest growth rate, at 7.2% for dollars and 8.1% for units.

Smaller sellers experienced declines, including potted plants, consumer bunch and bulbs.

TOP PERFORMING COMMODITIES

4 w.e 2/23/2025	Price per unit	% Change vs. year ago
Floral Department	$13.753	+4.6%
Roses	$16.88	+3.2%
Arrangements	$35.61	+0.6%
Bouquets	$15.05	-0.8%
Potted plants	$11.87	+3.2%
Consumer bunch	$6.98	+1.5%
Bulbs	$8.97	+0.3%
Outdoor plants	$8.53	+3.5%
Holiday floral	$6.85	-6.15%