How wholesale flower sourcing works, and why it matters

Wholesale flower markets and distributors sell to the trade, not to the public, so most customers never see the part of the business that happens before a bouquet reaches a shop. Here is how it works and why it shapes everything about what ends up in the shop.

How wholesale selling is structured

Wholesale flowers reach florists by a few routes. Some lots are sold at auction, where registered buyers bid against each other and the highest bid wins. Others are sold at a fixed price set by the grower, importer or distributor. A small shop usually buys from the fixed-price side, where it can take smaller quantities without competing against larger buyers who purchase by the hundred stems.

Wholesale selling starts early in the morning, and by mid-morning the best material is often gone. This is why florists who buy this way tend to be early risers.

What determines the price of flowers

Season is the biggest factor. A variety that is at peak production in its natural season will cost significantly less than the same variety grown out of season in a heated greenhouse. This is why we build arrangements around what is in season rather than maintaining a fixed menu: the seasonal flowers are fresher, they last longer, and they cost less.

Demand events also push prices up sharply. In the weeks before Valentine’s Day and Mother’s Day, rose prices rise noticeably. We plan our purchasing around these spikes and try to offer alternatives that are not subject to the same demand pressure.

Why this matters for what you buy

A shop that restocks often from nearby sources is selling flowers that were cut within the last few days. A shop that orders from a distant distributor once a week may be selling flowers that were cut a week or more before they reach you. If you are choosing a florist, it is a fair question to ask how often they restock and where the flowers come from.

We think it is worth explaining why sourcing matters and what it means for the flowers you take home. If you are curious about what came in on a particular day, you are welcome to ask when you get in touch.