The Future of Bricks-and-Mortar Florists: Opportunities and Challenges in 2025
The florist industry is undergoing a transformation, driven by shifting consumer preferences, technological advancements, and the rise of e-commerce. While online florists like Bloom & Wild and Freddie’s Flowers dominate the digital space, traditional bricks-and-mortar florists, including major retailers like Marks & Spencer and Waitrose, are finding innovative ways to stay relevant.
1. The Resilience of Bricks-and-Mortar Florists
Despite the growing popularity of online flower delivery, physical florists remain a vital part of the industry. In 2025, the global florist market is projected to reach £1.1 billion, with physical stores accounting for a significant share of sales. Consumers continue to value the tactile experience of selecting flowers in person, particularly for special occasions like weddings and events.
Major retailers like Marks & Spencer and Waitrose have capitalized on this trend by integrating floral offerings into their broader product ranges. For example, Marks & Spencer’s food segment, which grew by 8.1% in the first half of 2025, benefits from the cross-selling potential of fresh flowers alongside groceries. Similarly, Waitrose’s focus on premium products and sustainability aligns with consumer demand for high-quality, ethically sourced blooms.
2. Embracing Technology for Enhanced Customer Experiences
To compete with online florists, bricks-and-mortar retailers are leveraging technology to enhance the in-store experience. Innovations such as augmented reality (AR) and Internet of Things (IoT) devices are transforming how customers interact with floral displays. For instance, AR-powered mirrors allow shoppers to visualize how arrangements will look in their homes, while IoT-enabled devices provide real-time information about flower origins and care tips.
Marks & Spencer has also invested in digital tools like its Sparks loyalty app, which offers personalized discounts and recommendations, including floral products. This omnichannel approach bridges the gap between online and offline shopping, creating a seamless customer journey.
3. Sustainability as a Competitive Edge
Sustainability is a key driver of consumer preferences in 2025, and florists are adapting accordingly. Both Marks & Spencer and Waitrose have committed to sourcing flowers responsibly, with Waitrose aiming for 100% of its own-brand fish and shellfish to come from verified sustainable sources by 2025.
Independent florists are also embracing eco-friendly practices, such as using locally sourced, seasonal blooms and biodegradable packaging. This focus on sustainability not only appeals to environmentally conscious consumers but also differentiates physical florists from their online counterparts, which often rely on imported flowers with higher carbon footprints.
4. Challenges Facing Physical Florists
Despite these opportunities, bricks-and-mortar florists face significant challenges. Rising import costs and supply chain disruptions, exacerbated by Brexit, have increased operational expenses. Additionally, the convenience of online shopping continues to attract customers, particularly younger demographics who prefer the ease of ordering flowers with a few clicks.
To remain competitive, physical florists must focus on creating unique in-store experiences that cannot be replicated online. For example, offering workshops on floral arrangement or hosting community events can help build customer loyalty and drive foot traffic.
5. The Role of Major Retailers in Shaping the Industry
Marks & Spencer and Waitrose are leading the way in integrating floral offerings into their broader retail strategies. Marks & Spencer’s focus on value-for-money and sustainability has resonated with consumers, driving growth in its food and floral segments. Similarly, Waitrose’s emphasis on premium quality and ethical sourcing has strengthened its position as a trusted provider of fresh flowers.
These retailers also benefit from their extensive store networks, which allow them to reach a wide audience. By combining floral sales with other product categories, they create a one-stop shopping experience that appeals to busy consumers.
6. Future Outlook: Innovation and Adaptation
Looking ahead, the future of bricks-and-mortar florists lies in their ability to innovate and adapt to changing consumer demands. Key trends to watch include:
- Personalization: Offering bespoke floral arrangements tailored to individual preferences.
- Experiential Retail: Creating immersive in-store experiences that engage all five senses.
- Local Sourcing: Emphasizing locally grown, seasonal flowers to reduce environmental impact and support local economies.
By embracing these trends, physical florists can carve out a niche in an increasingly competitive market. Major retailers like Marks & Spencer and Waitrose are well-positioned to lead this transformation, leveraging their brand reputation and resources to drive innovation.
A Blooming Future for Physical Florists
While the rise of e-commerce has disrupted the florist industry, bricks-and-mortar retailers are far from obsolete. By focusing on sustainability, technology, and customer experience, physical florists can thrive in 2025 and beyond. Major players like Marks & Spencer and Waitrose are setting the standard, demonstrating that with the right strategies, traditional florists can continue to flourish in a digital age.
