New Covent Garden urges support for local florists

Caroline Marshall-Foster News 09 February 2021

In a campaign released to all top media channels London’s New Covent Garden Market is urging the public to shop with local, high street florists.

Highlighting the impact Covid has had on the sector and the threat it faces, NCGMA has worked with some brilliant designers to not only showcase all that is gorgeous about flowers but to encourage sales too.

Because whilst many florists out of London have seen sales rise, those involved with hotels, restaurants, offices, parties, weddings and events have seen a devastating decline in their sales leaving many struggling for survival.

The release goes on to say: “This Valentine’s Day, the UK’s largest and premier floral wholesale market New Covent Garden Flower Market is urging shoppers to make sure they buy from their local independent florist to help support the sector. This year, with 14th February under lockdown, it’s been predicted that Brits will collectively be spending over £1.45 billion sending tokens of their affection to loved ones – spent with local florists this has the capacity to turn around the fate of the UK’s floral industry.

The first six weeks of the early 2020 lockdown saw the EU cut flower market lose £900m as shoppers suddenly shifted to supermarkets and box services alongside mass closure of hospitality and cancellation of events and weddings. This sent ripples along global supply chains, impacting the livelihoods of millions. Faced with demand for cut flowers falling drastically over the last ten months, almost two thirds of UK growers have reported lost sales as a result of lockdowns, with a third of those businesses unsure they’ll be able to survive the pandemic .

To help provide vital support for local, high street florists , New Covent Garden’s Flower Market - which supplies the vast majority of London’s flowers and foliage - is urging consumers to shop with their local, independent, high street florist this Valentine’s Day. Of course, with government guidelines asking people to stay at home and only leave the house for crucial work, exercise and to pick up essential groceries, it’s important to take advantage of ordering flowers from your local florist online and by telephone.

Rebecca Barrett, head of strategy, partnerships and communications for New Covent Garden Market, said: “While many businesses have been affected by the pandemic in different ways, independent florists and their supply chain, including wholesalers, British growers and even growers in Kenya and Colombia, have seriously suffered. While this isn’t the story for everyone, with some online florists doing well, just the fact that offices and retail has been closed, weddings and parties haven’t been able to happen as they once did has had a huge impact, particularly on independently owned and specialist contract or event florists. It’s more important now, than ever, that this Valentine’s Day those of us who love flowers buy them from our local high street florist, many of who are closed to walk in customers, but can and will deliver. It really is a last gasp of hope for many the industry.

She continued: “We’re also encouraging people to look beyond the traditional red rose and consider something equally romantic but more original, maybe a beautiful floral table setting for a romantic dinner or a gorgeous floral wreath. For some florists, losing crucial sales around this Valentine’s Day to supermarkets whose flowers are not of the same quality or original design, will be difficult to come back from, especially when we are potentially facing months more of closed offices, shops and hotels, as well as cancelled events. The UK has one of the most celebrated floristry industries in the world and this Valentine’s Day, we’re putting out a rallying call for people to say it with flowers from their local florists - share the love, buy locally, buy originality and support high street florists.”

Florist Mary Jane Vaughan, who buys from New Covent Garden Market, said: “In March of last year we saw our revenues plummet by 90% overnight. It has been a challenge, but like any challenge, there are also positives to take from it. The industry has really stuck together, and the support of the Flower Market and fellow florists has been invaluable. We’ve also had more time to think through our designs and how we can ensure minimum environmental impact. That said, it remains a very uncertain time for everyone involved in floristry in the UK and if people are buying flowers, it would be wonderful for them to support us by buying from their local high-street florist”.

The design showcase that accompanied the release represented some of the very best floristry customer's at New Covent Garden Flower Market are renowned for. Featuring the design talents of five very different florists the showcase of Valentine's possibilities was stunning as you can see below.

NCGMA Val Day Elli v2