Flowers Are Lockdown’s Most Popular Purchase, With Online Searches Up By 277%

At this time of year, one might be expected to find oneself in an Instagram hole of smug holiday selfies, endless pictures involving bikinis or at least a sun-drenched al fresco lunch set-up. But for obvious reasons, such photographs are non-existent at the moment, as we all find ourselves – and our movements – restricted. Well, most of us anyway. Of course, as goes the old adage, the show must go on – the show here being social media. And go on it has, albeit slightly differently. Bikini selfies, holiday snaps, even #ootds... they've all been replaced by flowers.

Of course, flowers are to Instagram what tracksuits have been to lockdown: just a really great fit. But the ubiquitous nature of blooms on social media is translating to sales, and lots of them. Florists all over the UK are reporting that business is booming, while Google data shows that online searches for flowers generally are up by 277%, while more specific searches for 'letterbox flowers' have increased by a whopping 1,016% and 'flowers in the post' searches are up by over 800%.

The biggest trend of all? It seems we're all buying flowers for loved ones we're unable to see during lockdown, as Charlotte Langley, brand and communications director at Bloom & Wildexplains: 'We have seen an increasing trend in people wanting to stay connected with loved ones by sending flowers, and we are really lucky to be able to still make that happen for our customers. We’re hearing from our customers that our flowers are really brightening people’s days at the moment – and what’s wonderful about flowers is that feeling lasts as you watch them bloom at home, and are reminded of the lovely person who sent them.'

It probably helps that we're in the grips of peony season, which Langley says has been a bestseller for Bloom & Wild (the Alexa bouquethas been flying off its virtual shelves). Flowerbx, too, says that peonies have been the most popular choice during a hugely successful time for the brand. Whitney Bromberg Hawkings, CEO and co-founder says: 'Our sales have surged significantly during lockdown with sales increasing up to 700% compared with last year. We have also seen an increase in houseplant sales, as working from home has become the norm and there are few ways to immediately lift an indoor space like plants or fresh flowers.'

Such is the demand for flowers that some florists even reopened their doors, having closed at the outbreak of coronavirus. One such florist is Lavender Green, based in London. 'From the start of lockdown we have been inundated with people trying to send loved ones something to brighten up their day or just to let them know they are thinking of them,' explains Colin Gray, managing director. 'We are fortunate enough to have a little shop that only needs one person to run it which means social distancing has been easy to achieve.'

The Real Flower Co. also closed its London shops but has been able to keep producing flowers to send all across the UK. Rosebie Morton, the company's founder, says: 'We've been able to keep our Hampshire farm workshop open and are lucky to have plenty of space on the farm to be able to socially distance and, as we're sustainable flower farmers, we have the ingredients we need for our bouquets right here on the farm.'

Morton says she has also seen a rise in bouquet sales as 'people have used flowers to send positive messages to those they are separated from or to improve their own mood. It's been very uplifting to have been able to play a part in that.'

They're not just a lovely way to make someone's day, either – flowers have become something of an accessory for influencers stuck in lockdown, too. From Camille Charriere and Lucy Williams to Leandra Medine and Caroline Issa, fashion's favourite Instagram faces have been filling their feeds with bouquets and arrangements aplenty.

A lot of brands now offer subscription services, too, meaning you can prolong the joy of flowers past a mere few days. 'We have seen a surge in vase sales and floral subscriptions, as a lot of people are looking to flowers as a small indulgence when they aren’t travelling, going out to eat/drink, or buying that party dress,' says Bromberg Hawkings. Indeed, while buying flowers for oneself may have previously felt like a true indulgence, it could now be seen as a simple replacement for other luxuries like dining out or meeting friends for drinks.

If you're unsure of how to arrange your blooms once they arrive, fear not – Bloom & Wild is even offering digital workshops hosted by florist Harriet Parry. Moreover, the brand is donating 15% of profits made on its Florist's Pick bouquets to the National Emergencies Trust, which distributes funding and support to the people who need it most at this time. So far, over £67,000 has been raised. And, if you qualify as a frontline worker, you are entitled to 40% off all of Bloom & Wild's flowers. Or, you could nominate a key worker you know to receive one of 10 free bouquets given away every week.

Wild at Heart has also produced a bouquet in aid of the NHS at this time, full of pretty flowers including bluebells and delphiniums. For every bouquet sold, the florist is donating 10% of proceeds to the NHS Charities Together COVID-19 Appeal, which supports the NHS staff and volunteers caring for COVID-19 patients.

Whether you're buying flowers for yourself or someone else, it's heartening to know that florists are enjoying great success at the moment, particularly as so many of them are small businesses. And while peony season will only last for a few more weeks, there are plenty of other hopeful blooms to choose from – blooms which will fill your home space and remind you that there's a whole world out there, waiting to be rediscovered.

SHOP: The Best Flowers To Send In The Post (To Yourself Or Someone Else)