NO MATTER how tricky love can get, there is no misunderstanding a bouquet of flowers. The tradition of giving flowers has been rooted in the belief that they do the speaking for us. Formally known as floriography, the language of flowers finds its roots in Ottoman Turkey, and subsequently bloomed in Victorian England as an act of covert communication. Giving flowers held different meanings, with definitions being set in stone through flower dictionaries. Since then, flowers have served as a lingua franca.
This practice has fueled the floral industry, as it facilitates an entire language through important events and holidays. According to local flower farm and retailer Island Rose, the demand for flowers during the Valentine’s Season is six times that of a regular month, marked by a 30% price increase for red roses. They also stated that 60% of their transactions are flowers for spouses and loved ones.
Today, however, the floral industry finds itself in dire straits. The 8.5 billion dollar industry came crashing down as the COVID-19 pandemic cancelled events around the globe and distanced florists from lovers alike. While florists in countries such as the United States have evolved to fit the new context, how have their Filipino counterparts been coping in the wake of a nationwide lockdown?
Wilted and withered
Past all the symbolism and definitions, flowers are meant to show appreciation and bring joy. Be it to the recipient, the giver, or even the florist, flower-giving is an experience enjoyed by all as emotions are brought to life.
Joseph’s Flower Shop owner Jovy Ombrog has expressed her contentment with the job despite the challenges and unpredictability that marked the floral industry even before the pandemic. “[I enjoy] being able to meet different people and hearing their amazing love stories,” she shares. “A lot of clientele purchase [bouquets] because they want to surprise their loved ones even without occasion. For some people, it’s their way of saying sorry.”
Lately, however, the COVID-19 pandemic has limited the expression of love through flowers. Ombrog shares that sales have dropped abruptly since the pandemic halted events and operations in the middle of their peak season last year.
Arnold Corpuz, co-owner of Ar-Wind’s Flower Shop, shares similar sentiments. “Halos walang namimili. Halos di kami maka-ipon ng pang-upa para sa upa ng pwesto (There’s barely anyone buying [flowers]. We can barely save up enough for the rent here),” he says.
Corpuz adds that they have struggled to maintain their workforce throughout the pandemic, resulting in layoffs as quarantine measures show few signs of being lifted. Both Corpuz and Ombrog have also adjusted the wages of their employees to keep their businesses afloat.
Corpuz further shares that their sales drastically plummeted when they lost their loyal customers. “Ang laki ng pinagbago [ng kinikita namin.] Tulad ngayon, wala na kaming mga restaurant na client, ‘yung nagcacater. ‘Yun yung mga malalakas naming client [kaya] naging mahirap na talaga (There’s a big difference in our income. Currently, we do not have clients from restaurants that cater. They are one of our most trusted clients, which is why this has been difficult for us),” he says.
Similarly, Ombrog has struggled with the cancellation of events and orders from regular clients. “We rely on walk-ins nowadays. A regular weekday usually has no significant sales. Some of our customers are seafarers, maybe they’ve been affected by the pandemic. Some might have been [laid off], leaving us with fewer profits,” she shares.
However, decreased demand did not solely affect florists in the metro—suppliers from provinces like Benguet also struggle to keep up with the abrupt changes in trends. A supplier for flower markets nationwide, Benguet produces more than 25 million metric tons of fresh flowers each year. One such market, Dangwa in downtown Manila, sources a majority of their flowers from the province and supplies florists like Ombrog and Corpuz.
Today, suppliers are deterred from frequenting flower farms due to lockdown restrictions and the dwindling demand for flowers in Metro Manila. Transportation restrictions between borders have also shocked the flower supply chain, as fresh cut flowers hardly survive the trip. The scarcity of cut flowers has left suppliers no choice but to raise prices, leaving local florists like Ombrog and Corpuz scrambling to maintain their stocks and keep their businesses running.
Braving through thorns
Despite the unprecedented withering of the floral industry, flower shop owners manage to make ends meet by tweaking their marketing strategies. With tactics hinged on customers’ needs and preferences during a time of economic recession, sellers promote flower arrangements that are cheaper and more practical.
Ombrog notes that one technique they employ to upsell is adding supplementary items to their bouquets. “Customers become more practical [during] this time; [thus,] we are now offering customized bouquets. We incorporated fresh flowers with paper money, chocolates, candies, and more,” she explains.
Additionally, Ombrog and her co-workers strive to maintain their low prices despite the shifts in the cost and demand for flowers. They make this possible by minimizing the waste and expenses that come with packaging. Her shop devised the Bring-your-own-box promo, which offers discounts to customers who bring their own boxes for flower arrangements. “[This] is a win-win situation for both parties,” Ombrog says. These products are then posted online to reach a wider range of potential customers in an increasingly virtual world.
While many flower shops have transitioned to an online setting, some businesses such as Ar-wind’s Flower Shop have retained their pre-pandemic tactics. According to Corpuz, although they have a Facebook page, it is hardly utilized to advertise their products. Instead, they continue to rely on sales talk strategies and embellishing their display of flowers to attract buyers.
“Mahirap na mag-adjust [kasi] halos pareho lang ‘yung ginagawa namin [noong] walang pandemya (It is difficult to adjust now because we are doing almost the same thing we have been doing since before the pandemic),” he divulges.
As much as it is taxing to bear the brunt of the industry that has suffered the loss of customers and sales, florists endure the hurdles brought by the pandemic even with diminishing incentives.
Coming up roses
Amid the bleak state of the industry, flower shop owners and workers are able to withstand setbacks through the faintest tinge of hope they find in minimal profit.
While florists have been acclimating to these abnormal times, they yearn more than ever for a future where they no longer need to brave the decreased demand for flowers. “We are hopeful that when this pandemic is over, we can kick in again not just for us but [for] the entire industry [including] the flower farmers, freelance florists, event organizers, and independent flower shops,” Ombrog says.
Beyond a stable income, they also aspire to continue being a conveyor of the language of flowers. According to Ombrog, “[We hope we can keep] being [a] part of people’s lives [because] seeing satisfied customers is the most rewarding thing in this line of business.”
