DEMAND FOR FLOWERS

Wairarapa Times-Age, 4 March 1939, Page 9

DEMAND FOR FLOWERS

GRIiAT BRITISH INDUSTRY. SALES TO “MAN IN THE STREET.” Britain’s cut flower industry is now the greatest in the world. It has increased by 50 pei' cent in the last five years. Cut blooms worth £15,000,000 arc. being bought every year, and the floor space at Covent Garden devoted to the sale of cut flowers has risen in ten years from 1000 feet to 52,000 feet, comprising 465 stalls, giving employment to about 2000. The ordinary housewife spends 2s ba a week on cut blooms; the Mayfair woman £2. Instances of Britain’s growing flower consciousness were given by Mr J. B. Shearn, of Tottenham Court Road, whose firm decorates the Royal coach when the King leaves London by rail. Women, he said, are making much more use of flowers for evening wear. They are being worn as necklaces or bracelets and in the hair. Buttonholes are returning to favour, especially with men.

Business offices have grown flowerconscious, although the motorist shows no signs of returning to the vase-in-the-back habit. People are giving flowers for birthdays and Christmas, for saying goodbye to friends at station or quay, and “for saying thanks” after a party. “The Englishman is breaking down his reserve regarding flowers,” said Mr Shearn. “Not so mans' insist on them being completely wrapped in paper now.” Hotels, restaurants, hospitals, steamship lines, stores and theatres are some of the biggest users of cut flowers, but the main market is with the man in the street, according to the British Growers’ Council.

“Much of the increase in the cut flower industry is due tp the growth of the long-stalk flower, which is better for decorative purposes than the short-stemmed posies so popular with the Victorians,” said an official of the council. “The modern scheme of neutral colouring, too, calls for flowers to give that splash of contrast. Many well-to-do-housewives have a standing contract with florists to supply and arrange cut flowers in their homes throughout the year. “Much larger sums are being spent on floral decorations for private functions. About £5O is the average for a dinner or wedding.”