Gen Z Are Afraid Of Visiting Florists, Interflora Discovers

Gen Z Are Afraid Of Visiting Florists, Interflora Discovers

• Young Romeos admit to feeling insecure, unsure and out of their comfort zone ahead of Valentine’s Day

• Married At First Sight star Georges gives his top tips on today’s dating landscape

• Interflora network florist Joanne Price shows how the personal touch can help you win Valentine’s

Valentine’s Day is sparking growing anxiety for the nation’s young Romeos, with many confessing they are AFRAID of visiting a florist shop.

In its latest research into consumer behaviour* Interflora has discovered that one in ten (11%) Gen Z and Millennial men find visiting a florist uncomfortable.

A third (30%) of all men admitted that shopping for Valentine’s gifts for a partner puts them outside of their comfort zone. 

While 14% of millennial men confessed that buying flowers for a partner results in feeling insecure and unsure.

And one in two (50%) worry that whatever they get their partner for Valentine’s might give them the ‘ick’.

Erica Nicholson, Senior Brand Manager at Interflora comments: “Our research revealed that people under 35 can feel out of their depth when it comes to choosing the right Valentine’s Day flowers. 

“That’s where our fabulous florists come in. They take the little details shared either in person, or as part of ordering online, to handcraft a bouquet that says exactly what you want it to.” 

Interflora’s research also discovered that almost half (48%) of the nation have never bought their partner flowers on Valentine’s Day, while most orders are still placed on the day itself.

Millennials are among the most generous when it comes to Valentine’s with one in three (36%) intending to spend up to £100 on the occasion.

The reality of dating today also means that the point in a relationship when you buy a partner flowers is changing. A quarter (25%) think it’s only appropriate after three months, while just under a third (30%) say it is OK from the first date.

Roses remain the most popular choice among the nation’s men, while women increasingly aspire to something a little more original.

Having triumphed in the romance stakes himself, Married at First Sight’s Georges Berthonneau, now happily wed to Peggy from the show, shares his Top Five Tips For Gen Z To Win At Valentine’s Day.

1. There’s Power in Flowers

“Valentine’s Day panic? Whatever you do, don’t resort to petrol station blooms! Even though we all hate it, tackling the floral fear by chatting with your local florist can give you the wingman you never knew you needed.

“Armed with info on your partner’s favourite flowers, colours and textures, you’ll ace a personalised bouquet without breaking a sweat. Doghouse avoided, Valentine’s Day nailed”.

2. Communication is Key

“No matter how much us men think asking for reassurance is a big sign of weakness, it really is the key to success this Valentine’s Day. If you’re really unsure about what to get for that someone special this February 14th, just ask! 

“A simple ‘any hints on what you’d like for Valentine’s Day?’ can save you from any last–minute panic purchases that miss the mark, and let your loved one know that you’re thinking of them and want to get them a gift that they really need”. 

3. Memories over Material 

“Memories always last longer than material gifts, but maybe there’s a middle ground that will make your partner feel perfect. 

“An extra keepsake gift like a framed photo from your Valentine’s Day meal, or having the beautiful bouquet of flowers you bought dried or pressed into an art display lets your partner keep that Valentine’s Day magic alive for years to come”. 

4. Social Media Snooping

“If you’re really keen to keep Valentine’s Day a secret this year but still want to earn some brownie points, the answer could lie  on your partner’s social media account. 

“A quick browse of their Instagram grid,TikTokor Pinterest boards could give you a handy hint on what kinds of gifts fit with your loved one’s aesthetic without having to ask. A surprise gift that is guaranteed to please, what more could you ask for?”. 

Interflora’s unrivalled network of florists spans the entire country. 

Joanne Price at AG Price Florist in Hackney, East London, says you’re more likely to win at Valentine’s Day by conquering fears and making a visit. 

She explains: “By stepping into a florist shop, we can help create a bouquet that tells your unique love story.

“We’ll start by asking questions about the lucky person to help us arrive at a thoughtfully chosen selection of flowers – which is likely to earn you extra brownie points.

“Understanding your relationship status is also key to what we will suggest. A dozen long stemmed red roses is perfect for hard launching your relationship but send them too early and you’re at risk of giving your partner the ick. For new relationships that haven’t quite hit the Instagram official status, a spring posy filled with seasonal favourites like narcissi, ranunculus and tulips is a cute choice.

“To avoid cliches, a vibrant palette of hot pinks, lime and purple loosely arranged is one hundred per cent insta worthy and additional points for thinking outside the box AND supporting local.”

For more information on Interflora this Valentine’s Day, please visit www.interflora.co.uk. 

Media contacts

For more information, please email interflora@smokinggun.agency or call Liv on 0161 839 1986. 

About Interflora 

In 1923 Interflora started with a simple idea: let’s connect florists across the country, so people everywhere can connect too. We wanted to help people share their joy and sadness, their celebrations and news; to help them come together wherever they might be, through fresh, beautiful flowers. Nearly 100 years later we’re still doing just that. A few things have changed of course – we now help people connect in over 130 countries, for one! – but our incredible community of florists are still at the heart of what we do. Handcrafting every bouquet, handwriting cards, adding in favourite flowers – their care and skill goes into every single gift. Blooms, designed just for you, crafted with love, it’s what we do.  

Notes to editors:

* Study conducted by leading consumer research platform Attest of a population sample source size of 24 million under the age of 45 between December 11 – 15 2023.

For more information visit interflora.co.uk 

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