The flower market in the UAE saw a remarkable surge, with over 4,300 peonies sold, marking a 200 percent increase in this year’s summer season, a market study said.
This impressive growth is largely attributed to a new campaign, titled #peonymania by global gifting marketplace Flowwow.
Starting May 15, the marketplace launched the largest collection of breathtaking bouquets and peony-inspired products to boost its sales during summer, generally a low season for gift sales in the absence of major festivals and holiday seasons.
Seasonality of peonies, which naturally bloom from mid-May to June, also helped to boost its sales, Flowwow said.
Their seasonal availability makes them particularly appealing and less expensive compared to off-season prices, it said.
Sales on UAE marketplaces traditionally spike during celebrations like Ramadan, Mother’s Day, and Valentine’s Day.
“Businesses that do not sell summer products need to seek strategies to boost sales during the low summer season. One potential solution is finding the summer market fit,” Slava Bogdan, co-founder and CEO of Flowwow, said.
She said the brand and marketing approach helped to increase sales by a significant 185 percent from 2023 to 2024.
Flowwow’s peony season highlights
Over 2,020,800 peonies were purchased through Flowwow, with a record-breaking 4,309 sellers worldwide participating in the Peony Season.
During the Peony Season in the UAE, the highest cost of a peony bouquet reached AED 3,150.
This season, the most favoured bouquet among the UAE residents was the Juliet and Brut, priced at AED 239, the Flowwow data showed.
Besides peonies, the UAE residents actively purchased other floral arrangements, with Mono bouquets being the most popular. The leading cities for gift orders during this year’s summer period were Dubai, Abu Dhabi, Sharjah, Umm Al-Quwain, and Ajman.
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