Flowers feed the emotions

Lorinda Michie of Petal Patch Florist promoting flowers in all important events in our lives.

Vicki Wood

BIRTHS, deaths, marriages or simply just because, they say bread feeds the body but flowers feed the soul.

However industry experts predict the florist industry will face a tough year in 2012 as people seek alternate methods to show they care.

Researcher IBISWorld forecasted cut flower industry revenue would slump 4.3% this year - an unwelcome figure for florists.

"Worth $456.4 million in 2002, Australia's cut flower growing industry is expected to earn just $297.2 million in 2012 - almost half its value of 10 years ago," IBISWorld manager Karen Dobbie said.

"The industry has experienced a restructuring of its customer base with an increasing percentage being sold through supermarkets and convenience stores rather than florists. Cut flowers are also a highly discretionary item and conservative spending is expected to keep demand weak through 2012."

However Caboolture Petal Patch owner Rita McNaught said people would always need florists.

"Flowers are not a luxury," she said.

"Giving flowers creates a priceless moment of surprise that strengthens relationships."

Rita said customer service was what helped the florist industry survive.

"Everyday presents new challenges and forces you to be innovative and look for ideas which may suit your business," Rita said.

"People buy flowers for special occasions such as births, deaths and marriages. They go to convenience stores because flowers are cheap and ready to go.

"But florist shops market a diverse range of prices with beautiful wrapping, gift card, care instructions and professional customer service - the recipients know they come from a florist."

Research has also shown the way men express romantic intent has changed.

Instead of flowers and chocolates, men now prefer to display affection through social networks such as texting or Facebook to avoid the embarrassment of rejection.

"We still have young fellas who come in on a limited budget wanting 'just because' flowers," Rita said.

"It's nice to see men walk down the street with a bunch to give to their special someone."

Hint hint! Caboolture Petal Patch are now taking orders for Valentine's Day. Orders placed before close of business on Friday, February 10 will go in the draw to win a romantic gift hamper.

For further information contact Caboolture Petal Patch on 54951952.

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