Despite this appetite, only nine per cent of all respondents regularly purchase flowers for themselves, and 16 per cent view them as an occasional indulgence.
The emotional impact of receiving a bouquet, however, is undeniable across age groups: half of those polled said flowers make them feel happy, 45 per cent grateful, and 34 per cent joyful.
Among 25 to 34-year-olds, 70 per cent said fresh blooms brought them greater happiness than everyday treats like coffee or a takeaway.
To mark these findings, a one-off “Flower Pharmacy” pop-up opened its doors earlier this week in London’s Soho. Held on Thursday at 15 Bateman Street, the event was organised by Plants & Flowers Foundation Holland in collaboration with chartered horticulturist, television presenter and author David Domoney.
