Valentine’s Day Sees 75% Surge in Flowers and Gifts in MENA

Valentine's Day celebrations in the UAE and MENA region witnessed a remarkable surge in flower and gift orders, marking a 75% increase in demand compared to previous years, as per an emailed research note to Inc. Arabia.

While roses remained a perennial favorite, a surprising contender emerged in the form of hydrangeas, captivating the affection of gift-givers seeking a distinctive expression of love.

In collaboration with Admitad, a partnership marketing platform, Flowwow, a global gifting marketplace with its headquarters in the UAE, conducted a study that revealed shifting trends in Valentine's Day gifting preferences.

The analysis, focused on data from February 2023, highlighted the growing popularity of hydrangeas, which claimed 6% of the market share, establishing themselves as a compelling alternative to traditional roses.

Among UAE Valentines, roses dominated the floral landscape, with an overwhelming 80% of orders featuring these classic blooms. Red roses emerged as the top choice, commanding 51% of purchases, followed by pink at 26% and white at 10%.

Notably, a preference for minimalist bouquets adorned with a single type of flower and minimal wrapping was evident, comprising 43% of orders, while boxed ones accounted for 36%.

In the UAE, jewelry and accessories garnered significant attention, featuring in over 15% of orders, while cards played a significant role in expressing affection, with over 20% of purchases including heartfelt messages and quotes.

Beyond traditional gifts, Valentine's Day shopping extended to diverse categories, including fashion, electronics, home and garden, beauty and health, and more. 

Flowwow experienced an unprecedented surge in orders, with February witnessing a remarkable 45% of all transactions dedicated to Valentine's Day purchases.

This surge in demand propelled Flowwow to new heights, recording an astounding 800% increase in orders and a staggering 1,000% surge in turnover. 

With over 11,000 local brands from 1,000 locations and operations in over 30 countries, including the UAE, Spain, the UK, Brazil, and the CIS region, Flowwow is rethinking the $30 billion online giving market. As of 2023, the platform had processed three million orders.

Last year, Floward, a start-up that delivers flowers and gifts around the Mena area and the UK, raised $156 million in a Series C round ahead of its anticipated initial public offering (IPO).^[1]  

Aljazira Capital, Rainwater Partners, and STV were the round's leading investors.