Cut flowers look set to become the next key growth area for retailers as sales blossom.
Nisa-Today's has reported a year-on-year sales volume increase of 50% on its own label New Seasons cut flowers range and, according to market analysts, convenience retailers could see excellent profits from the category as the move towards all things fresh increases.
Tom Fender, director at shopping research consultancy HIM, said: "Fresh flowers can make a great statement about the fresh and quality standards of a store, and because of the higher margins, retailers can afford some of the wastage."
Nisa-Today's figures have been boosted by a 17% increase in the number of members using its Premier Service since this time last year.
Nisachill trading controller Andrew Hirst said: "It's pleasing to see that our members are selling more of a mix of flowers. It offers the consumer greater choice and is another weapon in the armoury in competing against the multiples."
Fender also suggested that flowers could become more than just a distress or impulse buy, with shoppers even setting up standing orders with convenience stores for regular purchases.