Marks & Spencer had its biggest-ever Valentine’s for flowers, boosting its market share in the category to more than 17%.
The retailer’s share of flowers and plants reached 17.1% in the eight weeks to 14 February, up from 16.3% a year earlier [Circana], as it sold over a million Valentine’s bouquets.
Sales of less traditional Valentine’s flowers, such as red tulips, shot up by 22%.
The surge in demand follows M&S’s relaunch last year of its Flower Market, including new embossed message cards and box bows.
“Customers come to us for flowers because they expect exceptional quality – from our £25 Freedom Roses, the biggest-selling floral product this Valentine’s Day, to our trademarked Peony Rose,” said Elizabeth Van Niekerk, M&S Food head of trading for produce and floral.
“We’re now transforming the floral category to bring even more innovations to our customers.
“We are on a journey to double the size of the Food business, and transformations in areas where we’re already trusted for our quality are brilliant opportunities to broaden our reach to new customers,” Van Niekerk added. “In floral, we are continuing to find new ways to modernise while protecting the magic of M&S, from celebrity partnerships with Katherine Jenkins, Kelly Hoppen and Dame Joan Collins to bring new signature styles, to our pop-up florists in our renewed store in Cribbs Causeway, where customers can create their own bouquets.”
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