As Valentine’s Day is fast approaching, flowers are set to take centre stage as one of the most beloved and traditional gifts. A new M&S survey delves deeper into Britons’ floral habits, uncovering fascinating insights into how blooms brighten days – not just on special occasions but all year round.
Flowers as mood boosters
The survey reveals that 69% of Brits believe having flowers in their home significantly boosts their mood. Younger generations, particularly those aged 18-34, were the most likely to report feelings of happiness and relaxation when surrounded by flowers, showcasing the universal appeal of fresh blooms across all ages.
Everyday joy or special occasions only?
For many, flowers are more than just an occasional treat. A third of Brits (32%) purchase fresh flowers for their home at least once a month. However, a similar proportion (34%) admitted to buying blooms only for specific celebrations, highlighting an opportunity to encourage people to embrace flowers as part of their everyday lives.
Interestingly, self-gifting is becoming increasingly popular, with nearly one in 10 (9%) of respondents sharing that they buy flowers for themselves on a weekly basis to brighten their own spaces.
The emotional language of blooms
Flowers aren’t just about aesthetics- they evoke powerful emotions. Nearly half of respondents (49%) say they give flowers to cheer someone up, while the most common feelings associated with receiving flowers are appreciation (46%), happiness (44%), and love (42%).
Roses remain the nation’s favourite cut flower (41%), particularly for romantic occasions, while tulips (29%), daffodils (26%), and sunflowers (22%) are popular choices for bringing joy and vibrancy into homes. When it comes to uplifting bouquets, mixed arrangements (21%) and roses (16%) lead the way.
M&S expert Floral Product Developer, Samantha Walker: “Flowers are more than just a gift – they’re an expression of emotion. Whether it’s cheering up a loved one, adding colour to your home, or celebrating Valentine’s Day, our survey shows how much Brits value the beauty and joy that flowers can bring.”
Careful before gifting
If you’re looking to gift flowers throughout the year, it’s essential to consider the symbolism behind each bloom. Samanthaexplains: “Understanding the language of flowers can help you choose the perfect bouquet for any occasion. For example, red roses are often associated with romantic love, while pink roses signify gratitude, appreciation, and admiration. On the other hand, it’s wise to avoid marigolds, as they symbolise jealousy and despair. Similarly, poppies and white stargazer lilies are typically linked to sympathy and remembrance, making them more appropriate for those in mourning.”
Fragrance is another important factor to consider. If your recipient loves strong floral scents, opt for bouquets with fragrant blooms such as roses, lilies, magnolias, jasmine, or honeysuckle. For a more subtle scent, sunflowers, dahlias, tulips, or orchids are excellent choices.
Making your flowers last longer
Samantha offers these tips for keeping your flowers fresh: “When trimming stems, cut at a 45-degree angle to create a larger surface area for hydration. This helps your blooms stay hydrated for longer.”
She also recommends keeping flowers away from fruit bowls: “Fruits like bananas, apples, and pears release ethylene gas, which can accelerate the maturation process of your flowers.
“Don’t overlook the importance of plant food –using the packet included with your bouquet can significantly extend its lifespan, often beyond the typical five days. Refreshing the water every 4-5 days and removing any wilting flowers or leaves from the vase can also help your arrangement stay vibrant and fresh.”
Find the perfect Valentine’s bouquet at M&S
M&S offers a curated range of Valentine’s Day bouquets designed to express everything from love to gratitude. From classic red roses to vibrant mixed arrangements, there’s a perfect pick for every relationship and every love story.
M&S Valentine’s Day flowers start from just £28, including a free gift message and nominated-day delivery. You can choose to add a little extra with wine, chocolate and candles available from £7. In M&S stores, Valentine’s bouquets start from £5. Order until 13/02/2025 for Valentine’s Day delivery or purchase in stores from 11/02/2025.
