A florist in Willows, Bloemfontein, has experienced mixed trading conditions this winter due to the economy and the school holiday. Owner of African Flowers Zuleigaih Africa said the business had its ups and downs, particularly as many people have travelled during the holidays.

“But people associate roses with love more than any other flower, so it doesn’t matter whether it’s winter or summer,” she said.

Owner of African Flowers Zuleigaih Africa. Photo: Siyakholwa Mbatyazwa

Every business has a target market based on the products or services it offers. Africa said Africa Flowers’ main customer base remains consistent throughout the year.

“The age group that buys flowers the most, regardless of the season, is between 30 and 35 years. Those are the people who make up the majority of our customers.”

Like many small businesses, her business faces seasonal challenges. “During June, July and August we struggle a lot because there are fewer customers, so we don’t make much. But, by God’s grace, we keep pushing and continue operating.”

A florist at Waldorf Flowers, Justine Xavier, said flowers have increasingly become a luxury purchase, with many customers prioritising essential items over non-essential spending. “Customer demand remains the same regardless of the season, as people are looking for cheaper, more affordable flowers that offer volume and value.

“We still sell mostly red roses, and these flowers will forever be the number one seller.”

Running a flower business comes with many challenges, ranging from supply issues to changing consumer spending habits. However, Xavier said the challenge is not supply shortages, but affordability. “It has more to do with the availability of the flowers. It’s not really that suppliers can’t provide them; it’s because people aren’t willing to pay the higher prices.”

Both florists remain optimistic as spring approaches, expecting the new season to bring renewed demand. “Spring is always a happy, joyful time. It’s a new season that brings positivity and upliftment, so we can only imagine it being good,” said Xavier.

OFM News/Siyakholwa Mbatyazwa sm

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