In a city where floral displays are popular, you’d think the flowers would be at the top of the list.
But according to an ABC News survey, Florist Houston is the top flower market in the world and florists across the US are spending hundreds of thousands of dollars each year to keep the city’s blossoms going.
The survey of more than 4,000 floristic companies found that flower markets in Texas are seeing a $5 million jump in visitors each year and the number of floristed shops has jumped by nearly 30 per cent since the survey began in 2011.
“There’s always going to be a demand for flowers, and the people who can cater to it are the ones that are going to have the biggest demand,” says David Jannett, chief operating officer of florusa.
“It’s very hard to get flower sales to keep up with demand.”
Mr Jannetti says the demand for floral services is partly driven by the increased popularity of social media.
“Flowers are an iconic symbol of the modern American experience, but they’re also a symbol of a social experience,” he says.
“People don’t necessarily want to spend $100 or $150 on flowers just to be able to sit down and look at flowers.”
The survey also found that floristing has become more lucrative since the advent of Instagram and Facebook.
“For the first time, the people we’re trying to help are more interested in the social aspect of flowers, rather than the floral aspect,” Mr Jannaett says.
Mr Janniett says it’s not surprising to see that the industry is struggling to keep its customers happy, and in the process, the city is losing some of its top-tier floral artists.
“In a way, this industry is a lost cause.
You’re just not going to make the same amount of money if you’re not here,” he explains.
Florist Austin is also struggling to attract more visitors to its floral shop.
“We do a lot of the same things, but we don’t have the same level of people coming into our shop,” says Jessica Rundle, owner of Florist Art and Flower Shop.
“If you’re looking for flowers on a weekend, it might not be worth going to Austin, Texas.”
The poll also found more people are planning to visit a floral store rather than an online flower shop, with one in five saying they will visit a flower shop online.
“I think that we are starting to see a shift in the way people are coming into floriculture,” Mr Rundle says.
Photo: Jessica Rumpel, Queensland University of Technology “People are looking to go to a floral shop, rather then go online to buy flowers.
It’s kind of a trend we’ve seen for quite some time.”
A similar trend is seen in Melbourne.
Ms Rundle is also the founder of Floriste, a website that offers free flowers to those who book online, and she’s noticed a spike in the number on her website.
“This is an industry that has always been about giving back to the community, so if people are able to come in and spend money, it’s great,” she says.
But the trend is not restricted to the UK.
“Our florista in England has told us that she’s seen a similar trend in Australia and we’re seeing a similar spike,” says Ms Rumple.
“The industry here in Australia has always had a very high level of turnover and it has to grow because we’re a very small country.”
Ms Rumps study also found there is a lot more interest in the UK than the US.
“A lot of people want to be more social in a social setting and we’ve always had that,” she explains.
“And that’s what we see happening in floristry.
It is a social activity, and we see it in other areas of our industry as well.”
“We have to make sure we keep the people coming in,” says Florist Melbourne, which has about 300 floristas, many of whom are from the UK and Canada.
“So when people come in, we have to cater to them, and if we don of course we can get people in here who can work.
But we have an understanding that the flowers we offer aren’t going to get the people that are coming in here.”
‘There’s just not a whole lot of florentine’ The ABC’s Victoria Beckham interviewed more than 40 people across the globe, and found that people were keen to see florisas become more of a regular part of their lives.
“What I found in my interviews was that a lot people, if they have time, are actually looking for something different and a new way of doing things,” Ms Beckham says.
The ABC interviewed more people in the US and Europe.
Photo : Getty Images “There is