The pandemic left a 45% sales drop in 2020 and yet an increase in young plant care customers.

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Updated Tuesday, June 22, 2021 –
01:29

  • Metropolis The most special flower and plant shops in Madrid

Locked up at home, walking the dog, and watering the plants. This was the confinement of millions of Spaniards. One year after the start of the pandemic We have acquired new customs and one of them is the taste for caring for plants.

“The people was desperate, I needed a living being to take care of, “says Roco Gonzlez, external relations of the Los Peotes garden center, located in Madrid.

In full confinement by the coronavirus all floristeras Y planter centers had to close, unlike other European countries, and face losses of thousands of euros in the most important campaign of the year.

According to data from the Spanish Florists Association (AEFI), sales in the sector fell by a 45% in 2020. It was thanks to online commerce that many were able to save the season. So much so that after the first month of the confinement, Los Peotes established a plant collection point with which they “devastated”. “People come out of their house exclusively to come for plants, It was incredible, “says Roco.

In the floristera Adiantum, which bears 38 years in MadridSomething similar happened and they were forced to set up an order delivery system. “Our clients are very local, but we receive a lot of mail to bring plants to the houses”, corroborates the florist Pilar Rubio. In fact, according to the AEFI nine out of ten flowers that were sold last year were through the e-commerce.

The love for plants has also reached the networks, where the jardinoterapia. A movement focused on plant care that has brought the first plantloquers. A community of millennials, plant amateurs, They organize hangouts to exchange bulbs or cuttings and spend the day surrounded by plants.

Investment in plants by the most jvenes It has not gone unnoticed by traders. The president of the Spanish Association of Garden Centers, Santiago Gonzlez, assures that “a passion has resurfaced”. “This pandemic has left us 20% of new young customers who have become fond of plant care, also thanks to the ‘influencers effect’ “, it states. 18% of sales have been destined to the indoor plant, the favorite of the urban client. So much so that Ana Prez, a 24-year-old girl, says that as a result of the confinement she has spent more money on plants. “I don’t know if it’s because of him confinement but it is true that I unconsciously buy more. “

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Garden centers have seen a greater influx of customers. In fact, Gonzlez explains that since the vaccination campaign has gone to more. “There was a time when we only see young people; now, finally, we see grandparents with their grandchildren. It’s a joy.”

Greater attendance translates into increased sales. Not only of plants but also of flowers. “The cut flower is the best seller right now”Gonzlez says. “Formerly this good was associated with luxury, but it is true that little by little in Spain we are getting closer to the European ritual of pan-peridico-flores”he adds.

The Rose It is one of the most sold flowers nationwide and exported by our country. “Spain exported roses for value in 2020 15 million euros, which makes it the most successful cut flower in the country, “says Begoa Jimnez, Fepex’s head of communication.

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Flowers and plants are in fashion and the sector trusts that this trend will continue. “It’s amazing, the 2021 campaign has surpassed the 2019 turnover“, says Roco.


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