“Bouquets of flowers are now ‘substitute hugs'”


Britons are sending bouquets of flowers as “substitute hugs” to friends and family during the pandemic, according to online florist Bloom & Wild.

The company, best known for its flatpack bouquets, which can fit through a letterbox, is challenging Interflora as the UK’s biggest florist after doubling its sales as Covid changed the way Britain bought flowers.

Demand for floral deliveries spiked in the first lockdown when high street stores closed but has continued at twice its previous level even in periods without restrictions, said Bloom & Wild’s co-founder Aron Gelbard.

This year Mother’s Day was a runaway success, with the company delivering more flowers in one week than it had in the first three years put together.

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