Russians have become more likely to buy expensive and complex bouquets for the holidays

During the festive periods, Russians began to prefer more expensive and complex flower arrangements, as well as more often choose non-standard bouquet formats. This was reported to Izvestia on March 19 by Megamarket analysts following an analysis of flower orders.

According to the study, the share of budget bouquets worth up to 2,000 rubles has significantly decreased over the year, from 83% to 62%. At the same time, demand for more expensive categories increased: segments of 2-5 thousand rubles and 5-10 thousand rubles showed significant growth, and the number of orders for compositions worth more than 10 thousand rubles increased. At the same time, the average check rose to 3 thousand rubles.

The changes also affected the bouquet format. Single-color monobooks remain the most popular, but their share has decreased from 86% to 52%. At the same time, the composite compositions have significantly strengthened their positions: their popularity has more than tripled — from 13 to 46%. The demand for flowers in boxes and baskets is also gradually increasing, although this segment remains a niche for now.

Men remain the main buyers of flowers online, accounting for about 85% of orders. However, the proportion of women among buyers is gradually increasing: over the year it has increased from about 11% to almost 15%.

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Alyona Ameranova, the founder of the Rosa flower salon, announced on March 4 that the popular dopamine bouquet differs from the classic one in its bright and noticeable color palette, which helps to increase the level of happiness hormones. According to the expert, a dopamine bouquet causes an increase in the level of happiness hormones not only in the recipient, but also in others due to its brightness.

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